Stowe Resort Selects McCarthy Mambro Bertino

Stowe Mountain Resort tapped McCarthy Mambro Bertino last week for its advertising account as rival Loon Mountain Resort unveiled a TV campaign created by former Stowe agency Nail.

Stowe selected MMB of Boston following a review of undisclosed shops. Work was previously handled by Patterson Communications, a small shop in Montreal, which had recently supplanted Providence, R.I.-based Nail on the account.

Mike Colbourn, vp, director of sales and communications for the resort in Stowe, Vt., said MMB’s creative prowess and “aggressive attitude” were key factors in the shop’s winning the business.

Colbourn declined to disclose spending, though Stowe’s annual measured media output has been less than $1 million in recent years, according to CMR.

MMB’s first work for the client will be print-based. It will debut this spring in an effort to generate excitement for Stowe’s 2002-03 ski season.

Lincoln, N.H.-based Loon, which spends $2 million annually on ads, is airing regional TV commercials from Nail that lampoon spots for car dealerships, hair replacement products and lawyers. In one 30-second spot, a slick-looking lawyer asks, “Have you been injured at work? Hurt in a car accident? Well, don’t let the insurance company stand between you and the money you deserve.” As the barrister babbles about how his law firm guarantees compensation for bad haircuts, spilled coffee and other grievances, the TV’s volume and brightness appear to change. The spots fade out with an image of a skier coasting down a mountain, along with the tagline, “As it should be.”

The spots forgo listing amenities that typify resort commercials and encourage skiers to “tune out” everyday stresses at Loon, according to Nail art director Brian Gross. “What we wanted to do was connect emotionally,” he said.