Aspen Skiing Company announced Wednesday that it is once again stepping into the political arena with its latest advertising campaign; this season’s marketing focuses on climate change.
In what it has dubbed “Give a Flake,” SkiCo is asking visitors to become activists.
The company released a video asking those who love powder days and apres ski to “protect your passion” and “create big change.”
The ad campaign will target three senators through postage-paid cards. SkiCo says Lisa Murkowski of Alaska, Susan Collins of Maine and Ohio’s Rob Portman are key swing votes for climate policy.
Christian Knapp, SkiCo’s chief marketing officer, said taking a stand on climate is the right thing to do and essential for the company's long-term survival.
“We want to support the sport we love and we want to use our position in the world to help tell the story of it," Knapp said. "Lobbying politicians and supporting clean energy, carbon tax, all of those things are going to be integral to fixing this problem for the next generation.”
The ad campaign will also focus on promoting social tolerance.