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BrandConnections has enhanced its Active Outdoor-Winter network with tips from athletes on the U.S. Ski Team and the U.S. Snowboarding team.
The performance and safety tips will appear on signage at ski resorts across the network, writes Media Life.
Using tips from top skiers and snowboarders is designed to get more eyeballs on the signs and to increase recall and subsequent conversions for the brands advertised on the network, according to CEO Brian Martin.
The digital screens could show a 30-second clip of a team member executing a move, followed by an ad.
The BrandConnections network has 10,000 digital and static ad spaces, in lift lines and lodge lobbies at ski resorts across the country. The program runs November through April.
The athletes involved will also make appearances at special events to sign autographs and offer tips. Advertisers can jump aboard to distribute product samples or engage consumers in a sweepstakes.
A 2007 Snowsports Industries America study suggested that consumers spent $623 million on apparel, $564 million on equipment, and nearly $593 million on accessories.
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