Sutton holds Ski Dating contest
Quebec ski resort Sutton is holding a contest tied to Valentine's Day aimed at young, single people in that province. The initiative, developed by LXB Communication-Marketing of Montreal, is being conducted in association with newspaper Voir. "Being single the day we celebrate lovers is not a pleasant situation for all. That's the reason we came up with a contest with Voir," says Sylvain Desfossés, senior media planner at LXB. "As we are targeting 18- to 34-year-olds, a clientele very into Internet as well as into culture, the contest is exclusively on www.voir.ca. Ads published in Voir Montréal and Voir Estrie invite people to visit the website and participate." The contest will run from Jan. 16 to Feb. 10. One hundred winners will receive a day of free skiing at Sutton on Feb. 14. Every entrant will receive a 25% discount on a ski ticket for that day. The supporting ad creative plays on the concept of speed dating with the copy "Valentine's Day Ski Dating."