ASPEN, Colo.—The Aspen Skiing Co. is targeting global warming with its new advertising campaign, using high-profile skiers and snowboarders to tout the resort operator’s environmental record and urging others to take action too.
The company also plans to send energy-saving compact fluorescent light bulbs to 40,000 customers, said Jeanne Mackowski, the company’s vice president of marketing.
The goal “is to create heightened awareness of global climate change, to provide information and to encourage people to act,” Mackowski said.
The ads appear in issues Powder, Ski, Outside, Freeskier, Snowboarder and TransWorld Snowboarding magazines that are on newsstands or about to be.
The campaign also includes a 30-second spot that will air on cable and in-flight video.
Mackowski declined to disclose the campaign’s budget.
“Aspen/Snowmass has fought climate change since 1997; now it’s time for you to get involved,” snowboarding star Gretchen Bleiler says in one ad.
Other ads feature freeskier Peter Olenick saying he is proud of Aspen’s anti-global-warming efforts and extreme skier Chris Davenport saying he lives in Aspen because of the company’s environmental dedication.
The ads refer readers to an Aspen Skiing Co. Web site dedicated to global warming, .
The company said it is not trying to measure whether the ads translate into lift ticket sales. But the resort’s annual customer survey last season showed nearly 39 percent said they were more likely to return because of the company’s environmental practices.
Privately held Aspen Skiing Co. operates the Aspen Mountain, Aspen Highlands, Snowman and Buttermilk ski areas, all in the Aspen area.
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Information from: The Aspen Times,
