Sitour USA Expands Digital Media Signs for Ski Advertising

LED signs let local advertisers directly communicate specials, events and area information with resort consumers as they wait on lift lines

KINGSTON, N.Y. -- July 9, 2007 -- Sitour, the global leader in ski advertising and promotions, today announced it is expanding its digital media signage to ski resorts nationwide for local advertisers to deliver targeted messages more frequently and economically year-round.

“Digital media is the fastest growing medium in the advertising industry and we are seeing very strong interest from local advertisers using our new LED signs to directly communicate to the resort consumer with real-time messages as they stand in lift lines and provide useful information about things to do and see in the area while they are visiting,” said Monte Rios, president and CEO of Sitour USA, based in Kingston.

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 Belleayre Mountain, Hunter Mountain and Windham Mountain in New York’s Catskill region; Greek Peak in Cortland; and Mountain Creek in New Jersey.

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

Real-Time Messages

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.

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 to give tourists information that they can take advantage of when they are visiting. For example, a local ski shop can promote a sale; a local movie theater, night club or casino can announce its après-ski entertainment line up; and a local spa can promote massages after skiing.

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 the preeminent Deer Valley Resort 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.