• by Joe Mandese  @mp_joemandese, October 5, 2012

Burlington, VT-based Kelliher Samets Volk won The Ad Club’s Media Maven Award for best plan for campaign spending under $1 million dollars for its work with Sugarbush Resort. The agency, which has offices in Boston and New York City, was the only non-Boston shop nominated for an award.

The Ad Club's annual Media Maven Awards ceremony recognizes exceptional media talent in the New England marketing/advertising community.

The awards, which were presented Sept. 20, are given for excellence in media campaigns, plans and ideas as well as to people, brands, and organizations. 

“We are proud to see our team recognized for the exceptional work we did on behalf of Sugarbush,” said Cavan Chasan, senior Digital Connections Director at KSV. “It was amazing to see such positive feedback from the millennial skiers and riders after our campaign was set in motion. This award is just the icing on the cake.”

KSV developed what it dubbed the "For20s Pass," a season’s pass deal uniquely designed for 20-29 year old skiers and riders, a segment that many resorts have been missing out on.

Using a social media-intensive marketing strategy, KSV was able to generate an incredible amount of buzz in the social sphere and drive up pass sales. During the 2010/2011 season, Sugarbush sold just 50 passes to people aged 20-29. Working with KSV, the Warren, Vermont-based resort more than doubled its goal of 1000 passes, selling 2,021 passes in a three-week period.