Effort: Downhill Luge Challenge.
Twist: To promote its sponsorship of the USA Luge Team, Nynex gave consumers a hands-on taste of luge racing by setting up timed sled races at three major ski resorts this winter. Open to anyone over the age of 10 with a lift ticket at key resorts in Nynex's market area, the races allowed consumers to take on a course with the help of official USA Luge Team staff members. Racers used the Laser Luge, a smaller version of Olympic competition sleds; a competition to win a luge ride on an official Olympic luge track at Lake Placid, N.Y., was included.
Vital statistics: Hundreds participated in events held on weekends at New York's Hunter Mountain, Maine's Sugarloaf and Vermont's Sugarbush ski resorts between Dec. 28 and Feb. 23. A Nynex-USA Luge exhibit backed the promotion at each resort's base lodge. Local radio commercials supported; Ogilvy & Mather, New York, handled creative, and Arnold Advertising, Boston, placed the media.
Kate Fitzgerald edits Events & Promotions. Reach us by fax at (312) 649-5331 or e-mail address K8FITZ@aol.com.