A new campaign called "First Day Faces" debuted Dec. 1, 2014 as part of the snow sports industry’s efforts to attract new skiers and snowboarders. The social media campaign features the happy faces of "newcomers" who just took beginner lessons.
"Skiing and snowboarding give you such a happy feeling once you know how to glide down a snow-covered slope," said, Raelene Davis, VP of marketing for Ski Utah and chair of the initiative. "Those of us who know and relish that feeling also want to share it with others."
Beginners have a chance to win a trip to Utah by entering the #firstdayfaces promotion. Newcomers simply need to register and share their positive experiences about learning how to ski or snowboarding via lessons from a pro using #firstdayfaces with their posts.
One photo will be selected weekly and will be posted here. The campaign ends Feb. 28, 2015 and the Utah trip winner will be announced immediately after that date.
Ski and snowboard areas throughout the U.S. provide beginner lessons all season long and January is Learn to Ski and Snowboard Month when many offer their best deals for children and adults who want to learn the sports via lessons. Many specialty retail shops also cater to beginners who want to learn.
Cultivator Advertising and Design created the campaign that is part of the industry’s Learn to Ski and Snowboard (Month)/Bring a Friend initiative. Cultivator has been the agency of record for the initiative since the summer of 2008 and also works with the Professional Ski Instructors of America and the American Association of Snowboard Instructors (PSIA-AASI).
Partners in the Learn to Ski and Snowboard (Month) initiative since 2009 and have introduced more than 500,000 newcomers to skiing and snowboarding through lessons from professional instructors during January alone.