American Skiing Co. hired The VIA Group, Portland, ME, to handle sales and marketing for its seven resorts. The review included many agencies, including finalists McCann-Erickson and Publicis.
VIA is charged with increasing skier visits to American Skiing properties. They are Sugarloaf/USA and Sunday River in Maine, Attitash Bear Peak in New Hampshire, Killington/Pico and Mount Snow/Haystack in Vermont, The Canyons in Utah and Steamboat in Colorado.
The agency will develop and implement programs covering advertising, direct mail, online marketing, collateral material and media services. It will work with Chip Carey, newly promoted senior vice president of sales and marketing at American Skiing.
