Aspen to Promote Climate Change to Ski Community

Aspen Skiing Company's entire 2007-08 winter ad campaign will focus on global warming, Associated Press reports (via Sustainable Life Media).

The Aspen Skiing Co. is targeting global warming with its new advertising campaign, using high-profile skiers and snowboarders to tout the resort operator's environmental record and urging others to take action too. The company also plans to send energy-saving compact fluorescent light bulbs to 40,000 customers, said Jeanne Mackowski, the company's vice president of marketing.

A new campaign will use high-profile skiers and snowboarders in ads appearing in Powder, Ski, Outside, Freeskier, Snowboarder and TransWorld Snowboarding magazines. Aspen will also send energy-saving compact fluorescent light bulbs to 40,000 customers.

The goal “is to create heightened awareness of global climate change, to provide information and to encourage people to act,” Mackowski said. The ads appear in issues Powder, Ski, Outside, Freeskier, Snowboarder and TransWorld Snowboarding magazines that are on newsstands or about to be. The company's entire 2007-08 winter ad campaign will focus on global warming, the Aspen Times reported on Tuesday. The cost of the campaign wasn't available.

“Aspen/Snowmass has fought climate change since 1997; now it’s time for you to get involved,” snowboarding star Gretchen Bleiler says in one ad.