SBD/3/Sponsorships Advertising Marketing
SNOW SIGNAL: ASPEN SKI CO. MARKETS VIA SATELLITE IMAGES
Published November 3, 2000
Aspen Skiing Co. (SkiCo) is "leveraging today's technology to get the message out when snow flies," as the company is "hiring camera people with digital equipment and using expansive satellite capabilities" in order to be featured "on up to 300" TV stations across the U.S. to promote skiing, according to Kathleen Carlson of the ASPEN DAILY NEWS. SkiCo Dir of Communications Rose Abello said that "satellite time is bought and the images are sent out through a hired satellite truck company or flown to Denver where more stations can access the satellite feeds." Additionally, media alerts are sent to about 300 U.S. TV stations, "describing the footage and listing the satellite coordinates where the images can be located." The "goal is for everything to be completed by 10 a.m. to hit noon broadcasts on the East Coast." SkiCo is "most aggressive" with this effort after early season snow falls and during int'l media opportunities, including the upcoming 2000 Chevy Truck Winternational Women's Super G and Slalom Alpine World Cup and the 12th Annual 24 Hours of Aspen. Abello said that a local A/V photographer is called if more than six inches of snow fall, and "with ski patrol consent, the quest for the best shots begins." A shot of the gondola featuring the name "Aspen" is a "signature image" (ASP. DAILY NEWS, 11/3).