SAM Magazine-Lakewood, Colo., July 8, 2010-Learn to Ski and Snowboard Month in January 2011 will have a new graphic look and messaging this season. The campaign is built around the theme, "Humans were never meant to hibernate." The ad campaign reaches out to current participants to "bring a friend" to try skiing and snowboarding, and encourages never-evers-children and adults alike-to take ski and snowboard lessons.

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The new Learn to Ski and Snowboard Month ads and logo will appear in numerous snowsports and general consumer magazines this winter. Banner ads, buttons and other collateral for use by initiative partners, including resort associations, individual resorts and other industry businesses, will also incorporate the new branding elements.

Denver-based Cultivator Advertising and Design, the agency for the Professional Ski Instructors of America-American Association of Snowboard Instructors (PSIA-AASI), developed the ads. They offer two distinct looks. "We wanted to offer a little more variety this year, so the visual treatment of the two ads is quite different," LASSM executive director Mary Jo Tarallo told SAM. For industry publications, both ads carry the "bring a friend" message. For general-interest media, both ads will be available in versions touting participation in skiing and riding.

Last season, more than 300 alpine ski resorts and Nordic centers in 32 states took part in Learn to Ski and Snowboard Month. The initiative is supported by the National Ski Areas Association (NSAA), the National Ski Patrol (NSP), PSIA-AASI and SnowSports Industries America (SIA).

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