SBD/Issue 88/Sponsorships, Advertising & Marketing
Olympian Gretchen Bleiler Part Of New Aspen Marketing Push
Published January 20, 2010
Olympic snowboarder Gretchen Bleiler is part of a new Aspen Skiing Co. (SkiCo) campaign that is "promoting direct flights to Aspen/Snowmass" from S.F., L.A. and Chicago, according to Brent Gardner-Smith of the ASPEN DAILY NEWS. SkiCo put up billboards in the three cities that depict "either a skier catching air off a cliff" or Bleiler "going big with the headline 'It's Time to Fly.'" Underneath the billboards is the message, "Daily Non-Stops to Aspen/Snowmass." There are three billboard in both S.F. and Chicago, with another two in L.A. SkiCo "backed up the billboards in each market with print ads in the Sunday travel sections" of the L.A. Times, Chicago Tribune and S.F. Chronicle, "as well as online ads in each of those markets." The company also plans to tie in sweepstakes with a prize of a trip for two to Aspen "around creative photos of the various billboards sent to social media sites." The billboards are "part of an increased marketing investment SkiCo talked about making last fall." SkiCo also is "bringing the X Games to Denver next week as part of the ski industry trade show being held there on the same days as the X Games" (ASPEN DAILY NEWS, 1/19). In Aspen, Scott Condon noted SkiCo "sent out direct-mail pieces to 100,000 past guests and prospective visitors from its database." E-mail promos "will be sent multiple times this month to 200,000 people in the 'direct-fly markets' where the billboards were placed" (ASPEN TIMES, 1/19).
|Aspen Skiing Co. Has Put Up Billboards In Chicago, L.A., S.F.
To Promote Cities' Direct Flights To Aspen/Snowmass