KSV Wins Sugarbush

BOSTON Sugarbush Mountain has tapped Kelliher Samets Volk for ad chores.

“We wanted to work with a company that would help us better understand and build our brand,” said Molly Mahar, Sugarbush’s marketing director. “The people at Kelliher Samets Volk understand what we are about as a brand and have a clear strategy. They know the resort world and what drives people to take a vacation.”

The Waitsfield, Vt.-based ski resort selected the agency after a recent review. KSV has been charged with developing an overall brand strategy. Work will include TV, print and radio, as well as grassroots, events and interactive marketing. The Sugarbush tagline, “Outside everyday,” is currently being evaluated by KSV. A new campaign will likely break in September.

“Sugarbush is a place we’re all very passionate about,” said Tom Holmes, director of brand integration at KSV. “Many of us have season passes, so it’s something we can really enjoy and bring our direct experience to the brand.”

Boston-based Fort Franklin held the account prior to KSV. That agency won the account last summer. Work from Fort Franklin focused on differentiating the mountain from other New England resorts and emphasized its natural beauty. A print execution carried the headline, “You could look at a season pass as a form of therapy.” A narrator of one radio spot said, “The forces against nature are out there. Which is why we work hard to protect the natural surroundings at Sugarbush Vermont.”

Burlington, Vt.-based KSV’s client roster includes Whiteface Mountain, Mount Washington Hotel, Bretton Woods Resort and Rural Cellular.