Back On The Trail with Novice Skiers

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Cole & Weber, Seattle

Aspen Skiing Co.

Steve Luker, Art Director

Mark Fenske, Copywriter

Photography: Team Russell,

Brett Froomer, IBID, Gregg Adams

Aspen. The word alone implies celebrities, glitz, personal jets, and hip happenings. But the town's prime advertising is funded by the business which built the area-skiing.

To get back on the ski trail, Cole & Weber developed this series of ads focusing on the sport's thrill. The ski school ad featuring a wooden figure, for example, humorously tackles the concerns of novice skiers.

Other ads, including one shown in the original pitch that won the business for the Seattle shop, ran in national skiing magazines.

Previous advertising featured artistic photographs of trees and rocks, objects considered anathema to skiers, and ran in upscale travel magazines.

Thanks in part to the new effort, calls to the resort's toll-free phone number have jumped 30% since its start, says Jon Dietrich, account manager at Cole & Weber.

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