'Wach-U-Tube' Combated January Thaw

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'Wach-U-Tube' Combated January Thaw

By Craig Altschul
January 28, 2008

We hope you've read the full feature in this issue about how two veteran New England marketers of smaller mountain resorts are coping with the changes in the marketing field brought on by the Web. But, the example of the Wach-U-Tube promotion by Wachusett tells the whole story.

The January thaw that hit the Northeast briefly early in the new year set up an opportunity for Marketing Director Tom Meyers to invite skiers and riders to shoot their own TV commercial. They submitted their video on Wach-U-Tube at the ski area's Web site. All entries were eligible for the grand prize, a Wachusett Century Pass, and having the ad aired on Boston TV.

Meyers said they had a such a great early season, they weren't going to allow the annual thaw to "melt everyone's spirit."

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