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Fort Franklin’s first pre-season push for Sugarbush Mountain positions the ski resort as a therapeutic getaway that stands apart from other northern New England winter destinations.
“We wanted to make the point about how committed they are to their surroundings without sounding like environmentalists,” said Marc Gallucci, president and creative director at the Boston shop. “[The ads] are humorous exaggerations. We stretch the truth, but it’s not far off.”
One radio spot parodies art-instruction programs. An announcer says, “And now nature painting with Dave Bard.”
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