ASPEN — 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, vice president of marketing.
The ads appear in Powder, Ski, Outside, Freeskier, Snowboarder and TransWorld Snowboarding magazines.
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.
