SBD/3/Sponsorships Advertising Marketing


          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).

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