Nashoba Valley Ski Area, located 25 miles from Boston, is best known as a full-service winter sports attraction for beginner skiers and snow boarders. Conventures was retained to promote the area's fall program in advance of ski season and to upgrade the perception of the attraction by intermediate and advanced skiers and boarders.

Response:

Conventures designed creative media materials and executed a personalized media campaign, in costume, to promote "Witch's Woods", a theatrical and interactive experience occurring nightly during the two weeks before Halloween. Focus was placed on radio, television and print media, as well as particular emphasis on social media, to ignite a word-of-mouth campaign.

Select Results:

• Conventures' media outreach was largely credited with the success of record-breaking increases in attendance for both the 2008 and 2009 seasons.
• A network television morning show invited the Witch's Woods chief make-up artist to transform one of its anchors during the course of the morning's program.
• Of particular note, in anticipation of the 2010 Olympic Winter Games, Conventures was able to position Nashoba Valley's principal ski celebrity, a former Olympic competitor, as an expert resource for the local NBC affiliate, as well as other print and electronic outlets.