KSNO News – With its 2018-19 national advertising campaign—Give A Flake—Aspen Snowmass has once again departed from traditional ski resort marketing. Rather than enticing potential visitors to Aspen Snowmass with pictures of blue skies and bountiful snow, the campaign instead invites them to join the ski resort in becoming activists on behalf of climate change and equal rights.
Aspen Snowmass created Give A Flake in conjunction with Karsh Hagan, a Denver-based marketing, design and technology company that worked with Aspen Snowmass to produce 2017-18’s The Aspen Way, laying the groundwork for this year’s campaign.
“Our founding vision, the Aspen Idea, was never about escaping reality or retreating from the world’s challenges. That’s why we are taking the bold step of launching the Give A Flake campaign,” says Mike Kaplan, president and CEO, Aspen Skiing Company. “This is not just an advertising slogan, rather it’s an all-out call to action. Collectively, we are a powerful voice, and by using it, we can make a difference.”
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