American Skiing Company Teams With VIA for Marketing Initiative; ASC Sales and Marketing Sr. VP Chip Carey to Lead Collaboration.Business Editors/Sports Editors PORTLAND, Maine--(BUSINESS WIRE)--Aug. 7, 2003 American Skiing Company American Skiing Company was one of the largest operators of alpine ski, snowboard and golf resorts in the United States. Its resorts included Sunday River and Sugarloaf/USA in Maine and The Canyons in Utah. (ASC ASC Ambulatory surgery center, see there ) has awarded its seven-resort marketing account to The VIA Group of Portland, Maine Portland is the largest city in the U.S. state of Maine, with a 2004 population of 63,882. Portland is Maine's cultural, social and economic capital. Tourists are drawn to Portland's historic Old Port district along Portland Harbor, which is at the mouth of the Fore River and part . VIA won the assignment after a review that included Publicis and McCann-Erickson as finalists. VIA will work on marketing and sales initiatives for all seven of ASC's resorts, including Killington/Pico and Mount Snow/Haystack in Vermont, Sunday River and Sugarloaf/USA in Maine, Attitash Bear Peak in New Hampshire New Hampshire, one of the New England states of the NE United States. It is bordered by Massachusetts (S), Vermont, with the Connecticut R. forming the boundary (W), the Canadian province of Quebec (NW), and Maine and a short strip of the Atlantic Ocean (E). , Steamboat steamboat: see steamship. steamboat or steamship Watercraft propelled by steam; more narrowly, a shallow-draft paddle-wheel steamboat widely used on rivers in the 19th century, particularly the Mississippi River and its tributaries. in Colorado and The Canyons in Utah. This announcement coincides with the recent promotion of Chip Carey to senior vice president of sales and marketing at ASC. VIA will work directly with Carey, a 34-year veteran of the ski industry, to position and promote all ASC resorts through integrated marketing and communications programs. "We chose VIA because of the challenges facing the travel and ski industries. We need more horsepower across all of our seven resorts and all of the elements in our marketing programs. VIA demonstrated a strong strategic planning Strategic planning is an organization's process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy, including its capital and people. capability that combined fresh thinking with a strong understanding of the industry and our challenges. Their tremendous work ethic and the chemistry created during the review process with our team is great," Carey said. The strategy and creative team for ASC will be led by VIA Principal David Jackson, a 25-year advertising industry veteran. "This assignment is perfect for VIA," said Jackson. "It's a complex business challenge in a highly competitive and fragmented market. We approached the review and the challenges facing ASC with a strategy that comes right out of our own business model. We know clients need a committed, strategic partner that can tie the communications programs directly to their business goals. We did that and demonstrated how our team could make the budget work hard to drive sales." VIA CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. and Founding Partner John Coleman believes that ASC and other recent competitive account wins strengthen VIA's reputation as a national player with the ability to successfully compete against top global agencies. "We've spent the last 10 years building a new kind of agency modeled to deliver measurable results. This approach is just what ASC and the market want from an integrated marketing communications Integrated Marketing Communications Definition The American Marketing Association suggests that integrated marketing communications (IMC) is “a planning process designed to assure that all contacts received by a customer or prospect for a product, service, or agency," Coleman said. The goal of the campaign is to increase skier visits at all ASC resorts. VIA will develop and implement integrated strategies and programs that include advertising, direct mail, e-marketing, collateral and media for all resorts. New work hits the market in August. Founded in 1993, VIA is a marketing and communications agency helping companies in complex business environments grow by developing and deploying measurable marketing initiatives. Not fixed on any given communications method to solve clients' problems, we are relentless in our pursuit of solutions with bottom-line impact. VIA clients include Analog Devices, American Skiing Company, Banknorth Group, BrownCo, Fluor Corporation, Raytheon Company and Scotts, who are served from offices in Boston; Portland, Maine; and New York City New York City: see New York, city. New York City City (pop., 2000: 8,008,278), southeastern New York, at the mouth of the Hudson River. The largest city in the U.S. . |
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