Ski Corp. launches billboard campaign

Advertisement: "Champagne Powder. Best chilled and poured over friendly ski town."

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— If a billboard advertising campaign is working, there is no sense in changing it.

That is the thinking behind the Steamboat Ski and Resort Corp.'s billboard marketing efforts along the busy Interstate 70 corridor. The billboard again will emphasize a friendly ski town atmosphere and world-class Champagne Powder.

"Champagne Powder. Best chilled and poured liberally over friendly ski town," is the text appearing on the giant billboard meant to attract the attention of both Front Range and out-of-state skiers who are heading to the mountains.

The billboard resembles past campaigns. In 2003 the billboard text read "Snow that's 70 percent drier. A town that's 100 percent friendlier."

The new Steamboat billboard should be up in the next two weeks, Ski Corp. marketing executive Andy Wirth said. The sign is visible when traveling west and is one of three along the right side of the interstate where it begins to climb into the foothills.

While a lot of research was used to design the message and different elements in the advertisement, there is still some intuition involved.

The billboard is designed to be a quick read that delivers a clear, direct message. A real town with real people is the general message, Wirth said.

"Our customers and prospective customers have said, 'this is what is important about your resort,'" he said.

Text and the Steamboat logo is laid over a photo taken on a powder day last December in the Morningside park area. The photo by Larry Pierce features longtime local resident and Winter Sports Club coach Spencer Tamblyn snowboarding on the clear morning.

"It was a big powder day," Wirth said. "There are a lot of people who enjoyed that exact same experience last year."

It might seem obvious that Ski Corp. should gloat about the past year's epic snowfalls in its marketing efforts, but Ski Corp. does not want to disappoint anyone by promising a similar season.

"We'll talk about our snowfall from an average perspective, not from a perspective of we guarantee you 442 inches of snow," Wirth said.

Instead of focusing on the past year's snowfall, Ski Corp. plans to deliver on the things promised in their ad campaigns, such as the vacation experience or ski conditions.

Five specific areas have been focused on for advertising campaigns for the coming season.

In addition to a "genuine town" and "champagne powder," Ski Corp. is directing marketing efforts to families and the younger generation. The type on the ad is meant to appeal to the younger generation and says, "We wanted to make this headline as emotional as possible, so here goes: Snow. Snow. Snow. Snow. Snow. Snow. Beer."

Improvements at the Yampa Valley Regional Airport, the addition of a high-speed Sunshine quad lift and food court remodeling also are being promoted.

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