• by David Kaplan , February 25, 2005

The Weather Channel is predicting snow, sub-freezing temperatures, and lots of ice during its 2005 upfront events planned for March 12 in Quebec, Canada. This year the all-weather channel has invited advertising decision-makers to join them to experience the awe and beauty of the weather first-hand.

The Quebec event will be held at the Ice Hotel, an ice and snow architectural wonder, with activities such as dog sledding, snowmobiling, and ice sculpting workshops accompanying the sometimes frosty negotiating postures of buyers and sellers. "This event will break through the upfront clutter," said Paul Iaffaldano, executive vice president and general manager for TWC Media Solutions. "By providing advertisers with the opportunity to experience the weather, we're showing them what our viewers live each and every day."

Given the steady snowfall in the Northeast, some media buyers might hope that The Weather Channel switches its meeting to somewhere more clement, like Bora Bora.