Fulgent Adds American Skiing Media Chores

BOSTON The American Skiing Co. has selected independent Fulgent Media Group to handle its media chores, the agency said.

The client owns the Northeast resorts of Killington, Mount Snow, Sunday River, Sugarloaf and Attitash and spent about $5 million on ads last year, per Nielsen Monitor-Plus.

“We recognize that consumer consumption of media is continually changing, particularly consumers of our ski resorts who are incredibly passionate about their mountains,” said Peter Troast, vp, marketing and brand strategy, American Skiing Co. “We are focused on leading the industry by making innovative media an integral part of our annual marketing initiatives. We chose Fulgent because we have been impressed with their senior talent, their truly integrated media approach as well as their vision with regard to new media vehicles.”

Fulgent will develop unique campaigns to reach targeted consumers of Killington, Mount Snow, Sunday River and Sugarloaf. In addition, campaigns will be executed to promote the “All-for-One Pass” across the entire Northeast region. The pass enables consumers to ski at all ASC resorts for one, discounted price for the season.

“The winter resort culture spans a wide range of demographics that requires an innovative media approach to be effective in expanding awareness and attendance,” said Karen Macumber, president of Boston-based Fulgent.

Various shops have worked on the Park City, Utah-based client’s business in recent years, and several agencies handle creative chores for the individual resorts.

—Adweek staff report