Wintergreen Resort Taps White & Baldacci

ATLANTA Tailoring its pitch to the reviewer’s future needs secured White & Baldacci the advertising account of Wintergreen Resort, the client confirmed.

The independent Herdon, Va., agency secured the business following a review that began in December. According to Kelley Davidson, vp of marketing and sales for the client, five finalists were selected from an initial field of 20 contenders. W&B competed against Barber Martin Advertising in Richmond, Williams Whittle Advertising in Alexandria and Barker Campbell Farley & Mansfield in Virginia Beach, all in Virginia, and incumbent Levin & Associates in Washington, D.C.

“One thing White & Baldacci was strong in was their methodical way of planning,” said Frankee Love, client director of communications. “They seemed to understand how the total product—golf, tennis and outdoor adventures—be incorporated into conference and business travel.”

Wintergreen Resort in the Blue Ridge Mountains is in the process of adding a $40 million hotel to its existing property, which encompasses condominiums, nature and ski trails, tennis courts and two golf courses.

Initial work from W&B will target leisure visitors and focus on the resort’s 44 holes of golf.

“The valley and mountain courses are separated by 4,000 feet in elevation,” said Davidson. “Your ears pop twice.”

The media plan calls for radio spots and print ads in travel and trade publications and newspapers. The campaign will be supplemented by direct mailings.

Annual billings were not disclosed.