Volkswagen of America has teamed with ski/snowboard maker K2
for a special promo to "perk up sales during the typically slow
days of winter," according to Judy Warner of ADWEEK. A 60-second
TV spot breaks this week to promote Volkswagen's Golf K2, a
limited edition model sold with a pair of K2 skis or a snowboard
on a roof rack, in addition to a special winter package that
includes heated seats, a whip antenna and a improved stereo. The
TV spot stars pro snowboarder Tim Manning, extreme skier Glen
Plake and features two red Golf K2 models. As part of the promo,
Volkswagen has become a sponsor of ESPN's first Extreme winter
games scheduled for late January. The TV spot will be supported
by print ads in December and January issues of Ski, Skiing,
Women's Sports & Fitness, Outside, Rolling Stone and Men's
Health. Boston-based Arnold Advertising is the agency of record
(ADWEEK, 11/11 issue).
TIME TO CARVE IT UP: Tony Chamberlain of the BOSTON GLOBE
looks at the ski industry under the header: "Mountains, Inc.
Does bringing many ski areas under one corporate umbrella douse
vital competition or equip the industry for survival?" American
Skiing CFO Tim Richardson: "Any successful industry consolidates.
Market forces shake out the weaker players. Businesses that
can't provide what the market wants fold their tents" (BOSTON
GLOBE, 11/14).
