Sugarbush Ski Resort Review Down to Two Shops

boston—Sugarbush Ski Resort has narrowed the review of its estimated $2 million account to a pair of agencies, sources said.

The finalists are DiMassimo Brand Advertising, New York, and Fort Franklin, Boston, according to sources close to the competition.

Jill Whysel, director of marketing at the Warren, Vt.-based vacation facility, said two agencies remained, but she declined to name them.

Next week, the agencies will present speculative creative campaigns during the final portion of the review; a winner is expected to be named in early July, said Whysel.

Sugarbush began talks with several New York and Boston agencies late last month. The resort heard pitches from at least five undisclosed shops.

“We’re looking for an agency that can think in unconventional terms,” said Whysel at the time [Adweek, June 10].

The new agency will be charged with crafting a total rebranding effort that will include Web and print-based advertising.

Previously, Sugarbush worked with an independent marketing consultant. “Pure Vermont” and “It’s sweeter up here” are two recent taglines. A recent print effort used the mountain’s stylized “S” logo, along with photographs of extreme skiers on mountaintops.

Part of Sugarbush’s long-term marketing plan is to become known as a four-season mountain, not simply a ski resort, Whysel said.

Place Creative Co., Burlington, Vt., was selected last month to handle collateral advertising.

Fort Franklin’s client roster includes Cider Jack Hard Cider, Kangol and Gadsby Hannah. DiMassimo’s client list includes Columbia House, Crunch Fitness, and Island ECN.