Sugarbush Puts Out Feelers

boston—Sugarbush Ski Resort has begun talks with several New York and Boston-area agencies for its estimated $2 million account.

The Warren, Vt., resort wants a shop to handle a rebranding effort that will include Web and print-based advertising, according to Jill Whysel, director of marketing at the mountain.

“We’re looking for an agency that can think in unconventional terms,” she said.

Sugarbush has already heard pitches from five shops, one of which will advance to the next round. Whysel declined to identify the agencies.

The ski resort is searching for more agencies and would like to have two or three advance to the spec portion of the review. The client is expected to reach a decision by early July.

Sugarbush most recently worked with an independent consultant on its marketing efforts. “Pure Vermont” and “It’s sweeter up here” are two recent taglines. A recent print push used the mountain’s graphic “s” design, along with photographs of extreme skiers on mountaintops.

Sugarbush aims to become known as a four-season mountain and not just a ski resort, Whysel said.

Place Creative Co., Burlington, Vt., was selected last last month to handle collateral advertising.