Industry News 11/2/2010

B$Z: HEAD Ski Company Signs on as Sponsor to Learn to Ski and Snowboard Month

HEAD Ski Company Signs on as Sponsor to Learn to Ski and Snowboard Month

The Head Ski Company has signed on as a major partner in support of Learn to Ski and Snowboard Month, initiative organizers announced today. As part of its commitment, HEAD will sponsor Learn to Ski and Snowboard Month posters that will be distributed to resorts throughout the U.S. in early December by the National Ski Areas Association.

The posters are larger sized versions of LSSM ads that will run via industry trade magazines and websites during December and January. They will feature two different illustrative graphic treatments developed by the initiative’s agency Cultivator Advertising and Design. One version depicts ski and snowboard action figures and the other features the face of a bear. The slogan for the initiative is “Humans Were Never Meant to Hibernate”. The message on both versions is geared toward current skiers and snowboarders to encourage them to “Bring a Friend” to a resort for lessons during January. 

“We are pleased to be associated with Learn to Ski and Snowboard Month because we believe it is crucial for our industry to generate new customers and make it easy for them to remain in our sports for a long time,” said Jon Rucker, director of Sales and Marketing for Head. “We are looking forward to really integrating our company in the goals and objectives of this initiative and will have more announcements in the coming weeks.”

Learn to Ski and Snowboard Month encourages children and adults to take lessons from professional instructors during the month of January. Resort managements are being asked to integrate LSSM visibility via the posters with other communications plans for their individual LSSM programs.

Learn to Ski and Snowboard Month is an industry initiative organized by numerous state and regional ski associations, the leading snow sports media outlets, snow sports rep associations, the Professional Ski Instructors of America, the American Association of Snowboard Instructors, SnowSports Industries America, the National Ski Patrol, and the National Ski Areas Association.

A Snow Sports Industry Initiative/skiandsnowboardmonth.org