Whistler Blackcomb, the official alpine skiing venue for the 2010 Winter Olympic Games, will work with the Vancouver-based Twentyten Group to step up the resort’s partnership program.
“We look for opportunities to integrate our partnerships into all aspects of our marketing, as well as enhancing and engaging the guest experience, so it’s a pretty integral part of our marketing program,” said Megan Reynolds, manager of strategic alliances and event marketing for Whistler.
Reynolds said the mountain currently works with Coca Cola, Telus, Labatt, General Motors and Nintendo. Its two main annual events are the Telus World Ski and Snowboard Festival and Kokanee Crankworx, a free-ride mountain bike festival.
Andrea Shaw, founder and managing partner at Twentyten (which launched in January), said the resort really came to the world’s attention during the Winter Olympic Games.
“There are a lot more eyeballs than ever before and there is a huge opportunity to develop their business both domestically and internationally,” she said.
Reynolds said Whistler Blackcomb’s main regional tourism targets are B.C. and Washington, while destination markets include Ontario, California, New York State, the U.K. and Australia.
Origin Design of Whistler is the agency of record for all other advertising and marketing.
