Via Bows First ASC Work

BOSTON Via this week breaks its first work for the American Skiing Co. since winning the $20 million account.

New print ads have a retro look and tout an early combination deal that two ASC ski resorts are offering. One execution has the headline, “Ski two resorts—all season long—for only $599. Twice the fun. 43 percent less dough.” Another ad shows a young man straight out of the 1950s, laughing and wearing ski goggles. The headline reads, “Two ski resorts. One great season pass. Only $299.”

“Aggressive marketing is going to be the hallmark of all our efforts with ASC—and this is an example of that,” said Dave Jackson, principal at the Portland, Maine-based independent agency. “[The campaign is trying] to create demand and early-season momentum. Some of [the work] has a retro feel because it appeals to baby boomers and their Gen Y kids.”

The new effort, consisting of print, radio, direct, outdoor and Internet components, will initially roll out in local media. The ads jointly promote two ASC properties: Sunday River in Maine and Attitash Bear Peak in New Hampshire. ASC also owns Killington and Mount Snow in Vermont, Sugarloaf in Maine, The Canyons in Utah and Steamboat Springs in Colorado.

Last June Via, already a client roster shop, bested Interpublic Group’s McCann-Erickson, New York, and Publicis Groupe’s Publicis, Seattle, in the final round of the ASC review.

Via’s other clients include Raytheon and BrownCo.