Burke Mountain/Ginn's New Advertising Campaign

[thetrailboss]

:lol: :lol:

My thanks to the crew at the NELSAP forum for making this observation!

 

[RIDEr]

who's the driver?

 

[thetrailboss]

According to the link listed on the NELSAP thread, the driver is Bill Elliot.

 

[Phildozer]

Ginn's sponsoring Nascar?

I guess you Burke-area folks don't have to worry too much about "snooty flatlanders" invading.

Bubba Redneck is an entirely different story...

 

[skibum1321]

Seems like they're totally missing their target market.

 

[nek_crumudgeon]

So much for Burke being invaded by hordes of Lexus!

 

[JimG.]

Seems like they're totally missing their target market.

Are you sure? Unless Ginn is trying to market to rich flatlanders, I think this idea has some merit for them. From what I've read, Burke is a local's mountain and NASCAR has a large following in northern NE. There are a few races in NH every year.

And while I know the image of the typical NASCAR fan, don't be fooled. NASCAR is still growing in leaps and bounds and has been for the last decade. Alot of rich corporate types follow it closely, and alot of rich executive types want to advertise there. Same folks who buy expensive vacation homes. So they might have the rich flatlander angle covered too.

Pretty smart.

 

[riverc0il]

Are you sure? Unless Ginn is trying to market to rich flatlanders, I think this idea has some merit for them.

actually, i think rich flatlanders are their primary market, especially for the real estate and club aspects of their resorts. burke used to be a local's type mountain before ginn took over, they are definitely looking towards MA, CT, RI, and NY for revenue now. also, we really need to consider burke is small time for ginn, they have a lot of bigger more established resorts, no way that nascar spot is only because of burke. i would be interested to see the demographic of the average nascar fan. i would be surprised if the typical rich second home buyer type demographics are huge nascar fans but i could be wrong.

 

[JimG.]

i would be interested to see the demographic of the average nascar fan. i would be surprised if the typical rich second home buyer type demographics are huge nascar fans but i could be wrong.

Steve, car racing is a rich boy's sport. The people who watch might be goobers, but you can bet alot of the guys who own cars and race as a hobby are loaded. Who else could afford a spare Porsche just to race on weekends?

Well, all those rich boy racers are race fans too. They watch NASCAR.

 

[thetrailboss]

burke used to be a local's type mountain before ginn took over, they are definitely looking towards MA, CT, RI, and NY for revenue now.

Actually....Northern Star et al looked to those same markets for support. They had trouble competing though. Burke 2000 was primarily focused on N-New England.

 

[riverc0il]

thanks for the clarification TB, i should have specified the most recent ownership was more local oriented than looking for the metro markets as northern star did. funny thing i noticed last time i skied burke: there still is a northern star sign on the willoughby quad tower about putting down the safety bar (iirc). thought it was interesting the ginn didn't change the tower signage. maybe they just didn't notice.

 

[thetrailboss]

thanks for the clarification TB, i should have specified the most recent ownership was more local oriented than looking for the metro markets as northern star did. funny thing i noticed last time i skied burke: there still is a northern star sign on the willoughby quad tower about putting down the safety bar (iirc). thought it was interesting the ginn didn't change the tower signage. maybe they just didn't notice.

Yes, there are still some remnants of the old regime. If you look closely, many of the trail signs, etc. were used after 2000, but a Burkie Bear Sticker was placed over the "star" to avoid copyright/trademark infringement disputes. The same was done for the signage on 114 and on the access road. I imagine that the signage will be replaced soon...but word is that "improvements for this summer" have been put on "hold." Here we go again...promises made... :roll:

 

[riverc0il]

i might withold promises made too if things were being made difficult. obviously, ginn wants to get everything right from the get go and isn't going to put the serious money into the resort until all the permits and locations are solidified and settled. smart business move, imo.

 

[kingdom-tele]

thats awesome, a nascar sponsor, the only thing more hilarious would be if they could plaster the side doors with the old burkie bear, i would watch nascar every week to laugh,

on a serious note though, i could picture the advertising on some demo derby cars, that might catch the eye of the orleans and caledonia county citizens

 

[riverc0il]

someone on the nelsap forum made a great point that ginn has a LOT of resorts in florida and florida has a few nascar tracks. i seriously think this campaign in nascar has nothing to do with burke but more as an overall draw to the ginn brand throughout the country. folks looking into private clubs and second homes would likely be familiar with the brand identity and seeing it on TV on a nascar track would reinforce the image.

 

[threecy]

NASCAR is actually shown to be the most effective use of advertising dollars in US sports

 

[ski_resort_observer]

There are tons of NASCAR fans crossing all income levels in New England. At the moment, for most New Englanders, Ginn is just a weird way to spell the booze you mix with tonic. They have to build their brand for the Burke market.

 

[riverc0il]

i believe the g in ginn is a soft g unlike gin. i suspect many of the people ginn is going to try to market its resort to are already familiar with the ginn brand. skiers don't care about the ginn brand, but vacation home owners do. the kind of folks that already fly down to florida once a weekend to play at their condo on the beach or golf course. one particularly bleak prospect i over heard on a chairlift up burke this season was the suggestion that the condos and housing units could be targeted at folks that enjoy having a condo on the beach to play golf and then taking a flight north to get some turns in the next weekend, best of both vacation worlds.