Aspen Skiing Co. has “dropped its 3-year-old ‘Before Aspen’ advertising campaign in favor of one promoting ‘Mind, Body and Spirit,’” according to Scott Condon of the ASPEN TIMES. SkiCo VP/Marketing Christian Knapp said that staffers “started working with their ad agency more than six months ago on a new campaign designed to 'reinvigorate'" the brand. Condon noted three new ads were created, and "each has a video that builds off of it.” One “eye-grabbing ad” features freestyle skier Torin Yater-Wallace “launching off a ramp at Aspen Highlands” with the title “Feed the Flame.” The “mind” ad features a skier “blasting through deep, deep powder on Aspen Mountain with the Silver Queen Gondola in the background.” Another called “Stir the Soul,” includes copy “suggesting that a trip to Aspen’s mountain will renew a person’s mind.” The "spirit" ad features a "scenic shot of the slopes with the headline ‘Renew the Spirit.’” The company created a “micro-website” to “showcase the video version of the ads,” which includes snowboarder Gretchen Bleiler (ASPEN TIMES, 9/19).
