The campaign was created by Cultivator Advertising & Design, Denver for the Keystone, Colo.-based resort, which is a division of Vail Resorts, Inc., Vail, Colo. The sweepstakes was devised to address a problem with last year's early-season promotion, which included free, Friday night on-mountain concerts. The shows were well-attended, but people didn't stay and ski.
In the "Keystone Scratch Game Condo Giveaway" at keystonescratchgame. com, every $25 spent at Keystone through Dec. 20 earns an instant-win scratch-off ticket. Instant prizes include K2 skis, hotel stays, lift tickets, burgers, and ski/snowboarding lessons. In addition, each ticket's serial number can be entered online for a chance to win a slopeside, River Run 2BR condo plus ski passes, from Jan. 1 to season end.
Ad support for the sweepstakes includes a four-stage progressive billboard on which a giant scratch-off ticket gets "scratched off," over weeks, to reveal the condo grand prize. Additional static billboards will be placed in Denver and on I-70 highway locations. Three print full pages will run in local daily, weekly and monthly newspapers and magazines, and three 30-second radio spots will air on top Denver market rock stations.--Tanya Irwin