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A&G Adds Loon to Its Ski Cache

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BOSTON Allen & Gerritsen has picked up ad chores for the Loon Mountain resort.

The independent agency in Watertown, Mass., has ties to Loon's parent company Booth Creek Ski Holdings. The shop was already handling Booth Creek's Waterville Valley account and was tapped for Loon without a review based on the strength of that relationship, said agency president Andrew Graff.

Spending for Lincoln, N.H.-based Loon has not been determined, said client marketing director Deb Moore.

Loon's recent ads had been crafted by Providence, R.I., boutique Nail, which could not be reached for comment. The efforts positioned Loon as providing winter seasonal fun "As it should be." When Nail added the account in October 2001, spending was pegged at $1-2 million.

Graff said A&G's first work for Loon will likely break in the fourth quarter. TV, radio, print and collateral will all be included. Graff said the "As it should be" line will likely be scrapped. The shop will handle media buying services as well.