Promo Spotlight: 'Powder' ski magazine slides into resorts with its first tour

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Marketer: Emap USA's Powder, Dana Point, Calif.

Effort: "Powder to the People Motor Home Tour."

Agency: In-house.

Twist: The skiing magazine is promoting its brand and enhancing grass-roots marketing opportunities for advertisers via its first nationwide tour this winter. The tour features slide-show parties showcasing 300 of the best images in the magazine's 29-year history. Promoted several weeks in advance at each stop, the shows are held at top skiing resorts; proceeds from tickets sold at the door go to local charities. Fifteen advertisers are participating in the promotion.

Vital statistics: Events are being held at 12 resorts through next week. Advertisers including North Face and Salomon North America provided free merchandise to skiers at raffles held at each event; ticket prices ranged from $3 to $5. The events' progress was chronicled with photos on the magazine's (

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