Blue Iceberg Keeps Winter Cool on Web | Adweek Blue Iceberg Keeps Winter Cool on Web | Adweek
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Blue Iceberg Keeps Winter Cool on Web

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NEW YORK Blue Iceberg yesterday launched a Web site for "Keep Winter Cool," a 2-year-old national campaign meant to raise awareness and understanding of global warming.

The effort, jointly sponsored by the National Ski Area Association and the Natural Resources Defense Council, identifies steps people can take to combat global warming, specifically on ski slopes—the environment where its consequences are most immediate.

Targeted at winter sports enthusiasts and a younger audience not normally drawn to this issue, the site (www.KeepWinterCool.org) explains why global warming matters, offers climate facts, and shows how ski areas and resorts are taking action. It also encourages visitors to get involved and support bipartisan legislation to limit global-warming pollution.

The Web site launch coincides with the NSAA's "Sustainable Slopes Outreach Day," taking place tomorrow at ski areas across the country. Collateral pieces, such as beer coasters, stickers, posters and banners carrying the "Keep Winter Cool" theme line and Web site URL, will be displayed at ski destinations.

Blue Iceberg was selected for the assignment after the client looked at several agencies, according to an NRDC representative. The New York-based interactive shop, which has worked with Memorial Sloan Kettering Cancer Center, JPMorgan Online and Rutgers University, among others, collaborated with Underground Ads, the San Francisco agency responsible for the offline materials, on the campaign. The project's budget was undisclosed.