Partnership - Winter X Games 13
Aspen Skiing Company
The resort used a variety of channels to assist in the promotion of Winter X Games 13. The scale of these promotions was helpful to both event attendance and tune-in efforts. Aspen Ski Company was helpful in the distribution of print materials at events leading to Winter X Games 13 and the posting of information on its website as well as in all information booths around the resort.
ESPN Zone Denver
ESPN Zone Denver serves the Colorado sports fan and has become an integral partner to reach the city of Denver and greater areas. This year Winter X Games and the Zone executed a Winter X Games 13 grand prize giveaway which was promoted online to over 7,000 subscribers and on-site (ESPN Zone) to all customers during the month of January. Additionally, there was an official Winter X Games 13 watch party at the Zone during Winter X Games 13. ESPN Zone Denver was also generous is providing certificates for giveaway with our local radio partners.
Mobile 411
With our new initiative to utilize Mobile 411 as a pre-event marketing too we had a successful execution. Mobile messaging was included in all pre-event marketing materials as well in releases, web, and email blasts leading up to and during WXG 13. As a result, subscribers for the text "ACTION" to 43776 grew to more than 5,000 + users that we will now have in our database to message periodically surrounding X Games events. Additionally these users were messaged periodically throughout the event to promote tune in and xgames.com.
Colorado Mountain Express
Every year over 420,000 travelers choose Colorado Mountain Express over rental cars for their airport ground transportation to Vail, Beaver Creek, Breckenridge, Copper Mountain, Keystone, Aspen and Snowmass. For the very first time Winter X Games teamed up with Colorado Mountain Express on some pre-event cross promotion. Colorado Mountain Express gave away a trip to Winter X Games and promoted the contest heavily in the Colorado market. Anemail blast was sent out twice to their database of over 5,000 members, Winter X Games 13 spot ran at both Denver International Airport and Eagle Airport and the contest was featured on ridecme.com.
SOS Outreach
SOS was a partner again this year in the Team ESPN tent. Corporate Outreach has been very generous in supporting this growing group that serves underprivileged kids in the Colorado area. This year we expanded SOS’s involvement by inviting some of the kids to the event and letting them ride the course and with a coordinated effort from marketing, sports and competition, and event production we made this happen. 6 kids had an opportunity to ride down the SuperPipe and have their names announced and bios read. Everyone from the group was very excited. Off-site, SOS supported us with a mention in their February newsletter and logo placement/hyperlinks to xgames.com from their website.
Aspen Chamber & Resort Association (ACRA)
This year we ramped up our involvement with ACRA. In addition to having our event information posted on their website, we worked with them to create a Winter X Games 13 Scavenger Hunt. This project was intended to increase exposure for Winter X Games around town while simultaneously helping local businesses reap the benefits of the additional traffic we bring in. Targeted businesses included those “off the beaten path” that may not normally see as much additional revenue as a result of Winter X Games. Twelve businesses participated in the program, each offering a scavenger hunt item to be collected as well as an in-store discount to hunt participants. The business each displayed Winter X Games posters in their storefronts to promote their participation in the program. Scavenger Hunt cards were distributed in the ACRA Visitor Center and at the Spectator Services tent. Both ACRA and the businesses were happy with the results of the hunt and are interested in continuing it next year with increased promotion, thereby increasing promotion for Winter X Games.
Starwood Properties
Capitalizing off the success of our relationship with Starwood Properties this past summer, we were able to activate with some properties around the Colorado area. Two e-mails featuring Winter X Games 13 information were sent in the month of January to Starwood Preferred guests in Colorado, schedule cards were distributed in six properties, and Winter X Games 13 was featured on Starwood Properties “Destination Pages.”
V Foundation/B4BC Benefit Event
The V Foundation for Cancer Research and Boarding for Breast Cancer (B4BC) joined forces as beneficiaries of the Winter X Games 13 Kick-Off Bash Wednesday, Jan. 21, from 3:30 – 6:30 p.m. in the Aspen Room and Fountain Courtyard at the St. Regis Hotel in downtown Aspen. The one-of-a-kind charity event was a family-friendly experience where guests were able to mix and mingle with Winter X Games 13 athletes, listen to special musical performances by Ed Robertson of Barenaked Ladies, pro snowboarder Tara Dakides and others, enjoyed fireside food and drinks, bid on silent auction items – including an autographed Jake Burton snowboard and a Limited Edition Winter X Games 13 Fender Telecaster.
A new initiative this year, this benefit event brought a great deal of additional promotion to Winter X Games 13 because there were many groups who were willing to help support the charity causes. For example, B4BC sent the event information to their list of over 5,000 people, thereby also driving awareness of Winter X Games 13. Similarly, the Aspen Club sent the information to their list of 3,000 people. The event also garnered exposure on Plum TV, KSPN and the Aspen Daily News. Local Aspen businesses including the St Regis, Frias Properties, ResortQuest, and numerous other retail locations also helped get the word out in ways that they would not normally have done had it been to promote Winter X Games 13 alone.