Star backs campaign

Provincial effort looks to bring skiers to B.C.resorts

Silver Star Mountain Resort hopes a provincial strategy will lead to busier slopes.

A new marketing campaign aimed at attracting long-haul vacationers to B.C. ski resorts has been launched in Toronto.

“Silver Star has always worked closely with B.C.’s mountain resort industry to raise awareness of our outstanding snow experience but the new Ski it to Believe It program has taken this cooperation to a whole new level,” said Marke Dickson, Silver Star’s  director of sales and marketing.

“We’ve put together a really eye-catching and innovative program that will place Silver Star and our partners top of mind in Ontario, Alberta, Washington State and California.”

Online banners connect potential visitors with a microsite ( It showcases B.C.’s 13 ski resorts including special offers and snow conditions.

Visitors can sign up to receive an electronic version of  the B.C. Ski Guide and enter a contest to win a $15,000 ski vacation.

“The campaign will bring more skiers and riders to the Okanagan Valley,” said Dickson.

“The benefits of this will be felt through the entire business community.”

The campaign runs until March 2013 and has a budget of $1.55 million.

“We are proud to support one of B.C.’s  most prominent tourism sectors – our world-renowned ski resorts,” said Pat Bell, B.C.’s jobs minister.

“I am confident that this year’s marketing campaign will build on the  success we’ve had in recent years.”