6 Shops in Running for Ski Resorts

SAN FRANCISCO American Skiing Co., operator of seven ski resorts nationwide, is reviewing agencies for its $20 million account, the client said.

After initially considering 15 agencies, the Park City, Utah company has narrowed the search to six shops, including incumbents Via, Portland, Maine, and Blitz Media, Middletown, N.Y. New contenders are Omnicom’s DDB and Interpublic’s Hill, Holliday, Connors, Cosmopulos, both in San Francisco; Publicis, Salt Lake City and Seattle; and Havas’ Euro RSCG in New York, according to Jim Lacey, svp, sales and marketing at ASC.

The review is for creative and media buying, Lacey said, and the company is looking for a full-service agency to handle a campaign encompassing TV, radio and print, as well as PR and events marketing. The focus will be on next year’s ski business, although the company operates its resorts year-round.

Previous ad work was handled on a regional basis, Lacey said. The client’s properties are: Killington and Mount Snow in Vermont, Sunday River and Surgarloaf in Maine, Attitash Bear Peak in New Hampshire, The Canyons in Utah and Steamboat in Colorado.

Lacey said the company has budgeted $20 million for advertising, and that number may increase.

ASC will hear creative presentations next week; a final decision is expected by mid-April.