Waterville Goes to GSO

GSO/Davis plans to reposition new client Waterville Valley Resort as a ski destination for young adults. The Boston shop picked up ad duties for the resort after a review that concluded last week.

GSO/Davis’ competition included crosstown shop Forté Croston; Portland, Maine-based Woodbury & Morse; and four-year incumbent O’Neil Griffin Bodi in Manchester, N.H.

Spending is estimated to be in the six-figure range. Advertising will consist predominantly of radio, with some supporting print and possibly TV, said Tom Davis, executive vp of GSO/Davis.

The first work from the agency will appear in the third quarter. Ads will target 18-25-year-olds, Davis said. Previous efforts have been tailored to families and somewhat older adults. The media buy will likewise aim younger than in the past.

GSO/Davis creatives C.J. Kaplan (copy) and Andy Campbell (art direction) are now working on refining the creative approach. George Spo wart, senior vp at GSO/Davis, will oversee the business.

Deb Moore, Waterville Valley’s director of marketing, credited the agency’s “well-defined and focused point of view” as a key factor in its winning the business.

The resort in Waterville, N.H., launched the review following its purchase by Booth Creek Holdings, which also operates Loon Mountain in Lincoln, N.H., and Cranmore in North Conway, N.H.

Nail in Providence, R.I., and Glen Group of North Conway continue to handle the accounts for Loon and Cranmore, respectively.

Greenberg Seronick O’Leary & Partners and DavisPartners formed GSO/Davis earlier this year.