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Marketing stepped up for Telus World Ski and Snowboard Festival

The global marketing campaign to promote the Telus World Ski and Snowboard Festival is bigger than anything ever attempted before, with marketing partners in the resort and the media actively pushing the April 16-25 event.

The global marketing campaign to promote the Telus World Ski and Snowboard Festival is bigger than anything ever attempted before, with marketing partners in the resort and the media actively pushing the April 16-25 event.

The value of this marketing push, which includes international television, national radio, industry magazines, contests, promotions and other public relations – including promotion by Tourism Whistler and Whistler-Blackcomb – has been pegged at $3 million.

"To clarify, it’s not like we’re writing a cheque for $3 million, but what we do have, as the festival has gained momentum and scope, is the fact that we’ve been able to forge some really powerful media partnerships," said W1 president Doug Perry, who created the WSSF almost nine years ago.

"For example, we have a major strategic alliance with the Time-Warner Group, so all of their national vertical publications are involved in a pre-event communication plan – national contests on various radio stations, that kind of thing. And the market value of all the promotions and contests and advertising is $3 million."

Perry doesn’t have exact figures, but he says the marketing campaign is 40 to 50 per cent larger than in previous years.

The main reason for the increase is the fact that the event is still growing, says Perry. Last season, the festival’s eighth year, the WSSF had a total economic impact to Whistler of $26 million. According to a survey of visitors, 34 per cent of respondents said the festival was one of the reasons they were in Whistler at that time.

"And that number is growing every year," said Perry.

"(The WSSF) has really gathered a lot of steam in the marketplace, meaning that it’s attracting more support as it grows in size."

Perry is also aware that many local businesses are looking at the festival as a way to draw more visitors to the resort.

"(The marketing) is also partly a reflection of the fairly flat market we’re experiencing right now. We’ve taken it upon ourselves to shift our marketing power to the next gear," said Perry.

The festival was originally created to help extend the traditional winter season, to get people thinking about skiing and snowboarding at a time when most people are thinking about summer activities. So far it has been extremely successful, with visitor numbers and event participation increasing every year.

Marketing the event has become a year-round effort, says Perry.

"Most people think with an event like this we start planning a few weeks before, setting up the stage and building the jumps and things, but 80 per cent of the effort the group puts into this is in pre-event marketing and communication.

"What happens is we start casting an international net. (Marketing partners) help us to be on international television in over 50 countries about three months prior to the event. All the snowboard and ski magazines, all their spring issues feature something about the event."

The national advertising campaign gets underway on March 1, starting with national radio in Toronto and working west as the event gets closer.

"It’s all carefully calculated to align with people’s travel patterns – obviously more lead time is needed for people in Toronto, and less for people in Vancouver," said Perry.

The marketing is also focused to different audiences, pushing the arts and music components of the event as well as the sports.

"There was a perception in the early years that this was just a sports property, a ski and snowboard event, but the way the festival is evolving, the visual arts and music are becoming two of the most powerful pillars of it," Perry said.

"Part of what the festival has been able to do is bring people to the resort who would not otherwise come to (Whistler), but who were drawn by the music, the film and photography. They’re coming to the resort for that and then having a ski or snowboard experience."

So far the early projections for the festival have been positive. W1 has been following Tourism Whistler’s 120-day forecast closely, and the early indicators point to a strong April, with more advanced bookings than at this time last year.

"Some of the early feedback, and what we’re hearing on the street, is that there’s going to be a lot of people coming this year," said Perry. "And I know the resort is worried about numbers, but I think the festival will be a strong economic driver for April.

"More than anything, I think there’s a really high level of excitement as the (festival) is building."

More than 12 hours of television programming is planned for North America, with features on Global TV, XtremeSports and FOX-owned Fusion TV prior to the festival.

The national radio campaign includes five major markets, including Toronto, Calgary, Edmonton, Vancouver and the Sea to Sky corridor. The same markets will also see a street marketing campaign to target specific audiences.

As well, there will be an integrated Web presence with Festival E-News, Tourism Whistler, Whistler-Blackcomb, ClubVibes, and Whistler-based Snowboard.com all keeping their database subscribers informed.

The Vancouver campaign will include print ads in 12 community newspapers, including the Vancouver Sun, the Province and the Georgia Straight. Other local promotions include Global TV, CFOX, Clubcard, Resto-Bar posters, bar coasters, and coffee cup wraps.

North American publication Ski Press will once again feature the festival in its spring edition.

Last year’s WSSF resulted in an estimated 735 stories in the media, creating an estimated 64 million impressions. The editorial value is estimated at more than $3.5 million. More than 300 journalists are expected at the festival again this year.

The 2004 Telus World Ski and Snowboard Festival will take place from Friday, April 16 to Sunday, April 25, and will once again feature the Ripzone Snowboard Invitational, the World Skiing Invitational, the DKNY//Jeans Outdoor concert Series, the Panasonic Pro Photographer Search and Showdown and the Panasonic Filmmaker Showdown. Visit www.whistler2004.com for more information.