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In its first work for Whiteface Mountain, KSV attempts to take in-you-face ski resort advertising to a whole new level.
A brochure and Web site developed by the agency for the Lake Placid, N.Y.-based client challenge skiers to visit the mountain and face up to their greatest fears, such as smashing into trees and tumbling down the ragged mountainside.
"This mountain is all about challenge," explained Bill Drew, associate creative director of the Burlington, Vt.-based agency. "We're not going to say we're the family mountain. We're being true to what [Whiteface] can deliver."
Copy reminds skiers that "the word Adirondack means those who eat trees" and entices skiers to go mano-a-mano with the mountain. ("Just you and some jagged cliffs.")
Guerilla marketing tactics, including events staged at competing resorts, and traditional print ads are in the development stage, Drew said.
Whiteface hosted the Winter Olympics in 1932 and 1980 and will welcome athletes to the first winter edition of the Goodwill Games in February.
--David Gianatasio