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First Day Faces Campaign Launched by Learn to Ski and Snowboard Initiative


A new campaign called “First Day Faces” debuted December 1, 2014 as part of the snow sports industry’s efforts to attract new skiers and snowboarders. The ad/social media campaign features the happy faces of “newcomers” who just took beginner lessons.

Denver-based 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).

“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.”

First Day Faces

Beginners have a chance to win a trip to Utah by entering the #firstdayfaces promotion. Details soon will be available

If you haven’t already supported the Learn to Ski and Snowboard Initiative, now is the time. SIA members, retailers and industry organizations are playing an instrumental role in the programs designed to generate new skiers and snowboarders this winter.


“We in the winter sports business are fortunate to be in the business of fun”, said Jon Rucker, VP of Sales and Marketing for Head Wintersports. “A healthy future for our sports and industry depends not just on our already avid participants, but also on bringing in more new participants than ever before”.

SIA, NSAA, PSIA-AASI, NSSRA, and nearly all national, regional and state organizations also are providing funding and expertise. Denver-based Cultivator Advertising and Design developed the First Day Faces campaign.

Since its inception, Learn to Ski and Snowboard Month programs have introduced more than 500,000 newcomers to skiing and snowboarding. Details are available at Traffic on the web site is up more than 30-35 percent over last year.

Contact Mary Jo Tarallo for further information at info@learntoskiandsnowboard or 202-431-6950.