Killington Taps Vt. Boutique

RedWire Plans to Broaden the Ski Resort’s Appeal
BOSTON–RedWire has been selected to create a print, broadcast and direct marketing campaign for American Skiing Co.’s Killington resort property in Killington, Vt.
The three-person creative boutique inside 30-person KSV in Burlington, Vt., was chosen largely for its efforts promoting the Shops at the Shack, a collection of specialty retail stores operated by the resort.
Billings on the Killington resort assignment are in the mid-six figures. Media duties will be handled by KSV, said RedWire copywriter Buffy McCoy Kelly.
RedWire participated in a review for the assignment, Kelly said. Boston Group had worked on the account on a “piecemeal” basis, focusing on direct marketing while media advertising was handled in-house, said agency official Mary Lou Pritchett.
Boston Group was never involved in the pitch for the Killington assignment, Pritchett said. Client officials could not be reached by press time.
Boston Group continues to handle American Skiing’s corporate account and work for many of its other properties, including Sunday River in Bethel, Maine, and The Canyons in Park City, Utah.
RedWire, which consists of Kelly, art director Erich Stefanovich and assistant creative director Cheryl Eaton, will work on ads designed to broaden Killington’s appeal to women who plan vacations for their families, Kelly said.
“When it comes to ski resort advertising . . . there’s nothing more tired than the whole ‘extreme’ thing,” she said, referring to Killington’s current positioning as “The beast of the east,” an effort aimed at Generation Xers. RedWire plans to reposition the 212-trail resort with “intelligent and engaging” ads, Kelly said.