Mission of ‘Gravity’ for A&G, Ski Resorts

BOSTON Allen & Gerritsen said it has unveiled new TV, radio and print executions for Booth Creek Resorts’ northern New England ski properties Loon Mountain, Waterville Valley and Cranmore Mountain.

A&G attempts to establish a different identity for each brand.

Ads for Waterville feature the music of the Dave Mattherws Band and stories of continuing characters who get lost in the fun of “The Valley.”

A more hardcore ski approach defines efforts for Loon Mountain, which is once more portrayed as “Gravity’s playground,” a positioning introduced a year ago. New executions for that resort focus on the North Peak Express Quad ski area.

For Cranmore, ads play up the friendly atmosphere at the resort’s “Cranapalooza” parties.

Einar Orn handed art direction; Alle Miles and Christine Cahill wrote the copy.

Ad spending is estimated in the low seven-figures.

Watertown, Mass.-based A&G, an independent shop, began working for the Truckee, Calif.-based client three years ago.

—Adweek staff report