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Aspen Skiing Co. is turning over a new leaf this season in a print campaign from Workhorse Advertising.
The goal of the work is to counter the reputation of Colorado’s Aspen/Snowmass resort as an upscale-only recreation area. The Denver agency won the account this year in part by developing a leaf icon designed to attract a more diverse group of skiers and snowboarders to Aspen’s varied 4,000-acre terrain.
“It’s time to introduce Aspen to a new generation,” said Tim Abare, Workhorse co-founder.
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