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LAUREL HIGHLANDS PLANS TO CHANGE THE WAY PEOPLE THINK ABOUT SKIING

   LAUREL HIGHLANDS PLANS TO CHANGE THE WAY PEOPLE THINK ABOUT SKIING
    LIGONIER, Pa., Nov. 19 /PRNewswire/ -- The Laurel Highlands of Pennsylvania is planning to change the way some people think about skiing.
    If this southwestern Pennsylvania region isn't one of the first areas that comes to mind when people are thinking about where to find the best skiing, the Laurel Highlands plans to change the way they think.
    "There is no reason why easterners shouldn't think of the Laurel Highlands first when thinking about skiing. Laurel Highlands is home to Pennsylvania's largest ski resort, Seven Springs; a favorite family place to ski, Hidden Valley Ski; and the highest vertical in Pennsylvania, Blue Knob Ski," explained Laurel Highlands, Inc., President Lynn Barger.
    In its first year of taking on this task, Laurel Highlands, Inc., in cooperation with its ski resorts, is planning a targeted television campaign, the printing of a "Ski the Laurel Highlands" brochure, targeted print advertisements and an extensive public relations campaign.  The campaign features the slogan "The Snow's All Here" and an 800-925-SNOW telephone number to call to receive the free "Ski the Laurel Highlands" brochure.
    Laurel Highlands, Inc., is the tourism promotion agency for Fayette, Greene, Somerset, Westmoreland and Cambria counties in southwestern Pennsylvania.  The agency has been in existence for 33 years.
    The Laurel Highlands identity is known locally and regionally for its skiing, and, of course, its resorts like Seven Springs are known nationally.
    Now the Laurel Highlands is setting out to make sure winter travelers are aware that the opportunities in this region are as great as other areas.  Not only will the visitor enjoy excellent downhill skiing in the Laurel Highlands, but they also will appreciate the finest restaurants, accommodations, specialty shops, theater, entertainment and festivals.  Other outdoor activities include cross-country skiing, snowmobiling, ice skating and sledding.
    "We offer some of the finest skiing in the northeast, in an atmosphere that offers all of the amenities and entertainment the winter traveler is seeking in an area that is easily accessible to major population areas, and we plan to make sure everyone is aware of it," Barger said.
    The 1991-92 season will be the first major promotional effort on behalf of the region.  A long-term campaign is planned.
    The Laurel Highlands' efforts have been buoyed by a solid ski season in 1990-91 despite poor weather that may have caused problems elsewhere.  "We've proven we can provide excellent skiing even through adverse conditions," Barger said.  Thanks to better climate conditions in this region and excellent snow-making capabilities "ski resorts in the Laurel Highlands offered 110 continuous days of skiing last winter. From the first snowfall on Dec. 5, 1990, until the slopes closed on March 25, 1991, the fun never stopped."
    This led to the slogan "The Snow's All Here."
    Skiers and other winter enthusiasts can obtain a copy of the guide to skiing in the Laurel Highlands by calling 1-800-925-SNOW.
    -0-                     11/19/91
    /CONTACT:  Linda Morlacci of Laurel Highlands, Inc., 412-238-5661/ CO:  Laurel Highlands, Inc. ST:  Pennsylvania IN:  LEI SU: FC -- NYSFNS3 -- 4739 11/19/91 07:13 EST
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Publication:PR Newswire
Date:Nov 19, 1991
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