Sitour USA Expands Digital Media Signs for Ski Advertising LED signs let advertisers effectively deliver targeted messages year-round

KINGSTON, N.Y. – June 29, 2007 – Sitour, the global leader in ski advertising and promotions, today announced it is expanding its digital media signage to ski resorts nationwide for advertisers to deliver targeted messages more frequently and economically year-round.

Based on successful trials last season, Sitour is upgrading its wireless LED signs in the 2007-08 season to all feature full-color displays and come installed with temperature probes so resorts can automatically show the temperature at timed intervals.

“Digital media is the fastest growing medium in the advertising industry and we are seeing very strong interest from advertisers using this new and effective media to reach the resort consumer,” said Monte Rios, president and CEO of Sitour USA.

Sitour has expanded its nationwide network of ski resorts that will feature the new digital media signs this season and plans to install them in about 100 resorts, including the preeminent Deer Valley Resort in Utah.

“The new wireless message centers and our expanded network enable local, regional and national advertisers to deliver their messages very cost effectively,” Rios said. “It is an ideal vehicle for restaurants, retailers and other businesses in resort communities to reach visitors to the mountain with their messages any time of year.”

Real-Time Messages

These large-screen, full-color LED signs, which work with schedule-based software linked to the Internet, can display text messages, logos and animated video, and are easily viewed in direct sunlight and at great distances.

Messages can be updated in real-time and segmented for advertisers. For example, a truck manufacturer could use the signs to promote a sales rebate for a regional sales campaign to resort guests from those areas.

Each message center generates 1.5 million impressions per ad/season. The messages are repeated in cycles based on wait patterns on lift lines for multiple and lasting impressions.

Advertisers for the 2007-08 season include ConAngra Snack Foods’ Slim Jim, Bel Group’s Mini Babybel cheese and General Motors’ Chevrolet division, with Sitour reporting strong sales interest.

Timely Communications at More Resorts

For the first time, signs will be installed at Deer Valley as well as Brighton in Utah.
Snowbird will also be installing multiple signs for year-round use, including one in an underground tunnel that connects the resort.

Resorts in Idaho, Nevada, California, Washington, North Carolina and Pennsylvania also will be using the signs for the first time this year.

Telluride Ski & Golf in Colorado is among the resorts that tested the signs last season to a positive response from its guests. In the summer, it used the message centers to promote upcoming events and even reminded people to vote during the primary elections, showing the timeliness of this communications vehicle.

“During the ski season, we were able to get correct information out in a timely manner – a challenge at most ski resorts,” said Elizabeth Howe, Telluride’s director of guest services. “Our lift dispatcher is able to update the message quickly and easily, keeping our guests safe and informed. The graphics and different features allow us to make our messages eye-catching and fun.”

About Sitour USA
Sitour USA is a leader in advertising and event promotions to skiers and snowboarders, providing exclusive on-site ski resort advertising at 1,000 resorts in 14 countries. Sitour reaches 70 percent of the market’s total skier visits with advertisements that deliver complete saturation both on the mountains and inside the resort lodges. It also is a leader in on-site promotions, executing national ski event marketing tours.


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