Subaru’s WinterFest, a weekend-based lifestyle tour that activates at mountain resorts throughout the ski and snowboard season, kicked off this year with more partners and an enhanced activation footprint. Subaru, which has entwined its brand with outdoor culture for decades, will make 15 stops on the 11-state tour. The first stop took place at Copper Mountain Resort in Colorado Dec. 31-Jan. 1. The program wraps at Mt. Bachelor in Oregon April 1-2.
Subaru’s presence on-site has evolved from what were branded inflated igloos and tents to stylish, ski chalet-style trailers with reclaimed wood siding, seating and rooftop decks. At the center of the footprint is the 2017 Subaru Impreza, parked for skiers and snowboarders to check out. Visitors can grab a cup of Boulder, CO-based craft OZO coffee and hot chocolate, as well as complimentary s’mores, and warm up in the trailers. There is live music, sponsored by Harmon Kardon, performed by local djs, acoustic rock and indie-rock artists, and bluegrass bands.
Consumers can participate in daily giveaways and demo the latest gear from partners Nordica, Lib Tech, Thule, Klean Kanteen and Under Armour, gear that ordinarily they might have to pay or would need to be an industry insider to demo. There are the usual perks for Subaru owners, who are made aware of WinterFest in the region ahead of time, like VIP parking.
In addition, Subaru is once again teaming up with the National Ski Patrol to help create a scholarship fund that sends patrollers and their dogs to Wasatch Backcountry Rescue’s avalanche dog training school. During the events, for every Subaru information form filled out by consumers on-site, Subaru will donate $1 to the scholarship fund. At specific WinterFest events, patrollers will be staging avalanche rescue demonstrations with their dogs.
“What we want to do this year is make it clear to skiers and snowboarders who headed to the mountain that weekend, that their weekend was better because Subaru was there,” says Bridget Hanrahan, promotional sponsorship manager, marketing, at Subaru. Agency: Human Movement, Louisville, CO.