Skiing is often seen as a luxury sport.

The Denver Public Library and the Arapahoe Basin ski resort are hoping to dent that perception — bringing the joy of skiing to lower-income Colorado families.

And they are doing it via the library.

Denver Public Library card holders can enter their names through the Museum & Cultural Passes portal on the library’s site. One winner will be selected in January, February and March 2024. The winner and up to three guests can enjoy first-time skiing. That package includes transportation to the resort, rental gear, a free group lesson and lunch.

The Cactus agency designed several key creative elements in support of the effort, including print/OOH, social media and the library's site.

Jeff Strahl, Sr. creative director, Cactus, told Agency Daily: "Accessibility to skiing and riding is an ongoing, industry-wide issue that A-Basin would like to do something about. Denver Public Library is always looking for unique experiences for its members. So this first-of-its-kind partnership to give people full-experience access makes sense. We’re thrilled to be able to share the fun of skiing and the joy of being in the mountains with library card holders.”