SACRAMENTO, CA Ski resorts here are benefiting from television advertising that promotes car dealerships selling sports utility vehicles in conjunction with area resort locations. Regional auto dealer organizations are attempting to display their vehicles in an exciting, attractive environment to which their viewers can relate.
Sugar Bowl, one area resort, appears in TV spots that cost $1.5 million per season in its deal with Northern California Jeep dealers, giving it television time no ski resort could normally afford. The ski areas also typically get several SUVs to use for display and for their marketing staff to drive. In exchange, resorts will often include the automaker s name in advertising and on trail maps, and will provide lift tickets and even vacation packages to dealerships to use as incentives for sales staff. (2/19/01)
SOURCE:The Sacramento Bee