SnowSports Industries America (SIA) is a group of 750 snowsports manufacturers,
distributors and suppliers.
* The Snow Lab campaign is focused on growing the
sport by focusing on getting kids and their moms
excited about the snowsports
industries.
- Targets kids 6-14.
- thesnowlab.com launches September 2003 as hub of innovative branded kids marketing campaign.
- Site will represent all snowsports – snowboarding, cross country skiing, telemark/AT, alpine skiing and snowshoeing.
- Interactive gaming, photo galleries, videos, chat rooms, contests and other features will augment content that illustrates the lifestyle of snowsports.
- Other topics of interest will include the health and fitness aspect, a “how to” section, choosing the appropriate equipment, testimonials, resort and retailer information, links and more.
- Snow Lab TV pilot episode will be developed in Fall 2003 in conjunction with Nickelodeon Games and Sports and industry organizations.
- An expanded five episode series will launch in November 2004.
- Programming will align itself with content on thesnowlab.com and focus on the lifestyle of winter sports.
- 5 episodes with 3 acts per episode. Each act is 8.5 minutes. Each episode airs for one month.
- Annual total airings for each new group of 5 episodes is 119 which equals 125 million impressions.
- Total airings over 5 years: 25 episodes; 1,985 airings; 1.25 billion impressions.
- Schedule (Nov 2004-Mar 2005): Sundays 8 pm, 11 pm; Friday 7 pm, 10 pm; Saturday 9 am.
* Winter Feels Good (WFG) public relations campaign.
- This branded PR campaign is designed to promote the message of health, fitness and social benefits of winter sports to kids, moms and women.
- Media targets include travel and education publications, television channels and internet sites whose core audience is kids and mothers.
- The program leverages alliance with community organizations, educational institutions and government agencies to further the message that snowsports participation is fun and offers numerous health, fitness and social benefits.
- Within thesnowlab.com site, a unique WFG section will serve as a resource for information on these topics.