To draw early-season skiers and snowboarders, Keystone Resort will offer a sweepstakes combining scratch-off instant-win, and final drawing grand prizes – supported by sequential outdoor, plus print and radio advertising. The campaign was created by Cultivator Advertising & Design, Denver.
In the Keystone Scratch Game Condo Giveaway!, every $25 spent at Keystone (whether for lifts, food, lodging, instruction, rentals, etc.) through Dec. 20 earns an instant-win scratch-off ticket. Instant prizes include K2 skis, hotel stays, lift tickets, burgers, and ski/snowboarding lessons. Additionally, each ticket’s serial number can be entered online for a chance to win a slopeside, River Run 2BR condo, plus ski passes, from Jan. 1 to season end.
Ad support for the sweepstakes includes a 4-stage, progressive billboard in downtown Denver, on which a giant scratch-off ticket gets “scratched off,” over weeks, to reveal the condo grand prize. Additionally, static billboards will be placed in Denver and on I-70 highway locations. Three print full pages will run in local daily, weekly and monthly newspapers and magazines, and three radio :30s will air on top Denver market rock stations.
CD: Chris Beatty
AD: Rich Rodgers
CW: Sarah Sibley