The Aspen Skiing Company wants the world to know a more accepting Aspen. On Thursday, it announced an ad campaign that boldly states their stance on a variety of political issues.
The print and video ads address issues including homophobia, racism and climate change. Using #theaspenway, each ad explains ways the company is actively engaged in the community, including an ad about Gay Ski Week and another about the importance of ethnic diversity.
SkiCo’s vice president of marketing Christian Knapp said the company wanted to acknowledge the divisive political climate of the past year. He gave a sneak preview of one of the videos at an Aspen Chamber event Thursday. It features imagery of the four ski mountains that comprise the resort, along with footage from a protest march through town on the day of President Donald Trump’s inauguration and the Protect Our Winter’s group that works to address climate change.
The ads hit outdoor and ski magazines this fall, and videos will run on Facebook, Twitter and Instagram.