Resorts of the Canadian Rockies is getting a head start on the upcoming ski season with a saturation outdoor campaign that turns downtown Calgary bus benches into ski lift chairs.
The ads on all 107 benches promote the resorts’ pre-season ski pass sale and feature skis painted on the concrete in front of the benches to create the illusion of sitting on a ski lift, said Tom Rosner, director of marketing for the company that operates ski resorts in Alberta and B.C., including Lake Louise, Nakiska, Fernie and Kimberly.
“We wanted to do something that was a bit of fun and not the standard bus bench ad,” said Rosner.
RCR has used Calgary bus benches before, but decided to use every bench in the downtown core this time, he said. “That way we get a lot of exposure to what we think is a great demographic for our product.”
With the assistance of Far West Outdoor, RCR has also put up superboards on the Trans-Canada Highway west of Calgary, plus advertising on underpasses leading into downtown Calgary.
The campaign runs until mid-October.
