Out of Home This winter, VDTM partnered with Cabot Creamery and the Vermont Ski Areas Association again to continue our successful summer “Station Domination” campaign with a similarly themed co-op campaign for winter. It is called PATH TO VERMONT. This seasonal collaboration allows us to leverage additional marketing dollars and media relationships.
In addition to helping develop the new PathtoVermont.com website where users are invited to share their stories, photos and videos of trips to Vermont, VDTM bought Out of Home advertising in key Boston and NYC train stations and consumer shopping malls this winter. These very large indoor signs include various sizes of beautiful landscape images of Vermont highlighted with different icons to help show what a visitor could be doing on a trip to Vermont. Each sign also features the recognizable plaid of Cabot.
Additionally, Cabot and VSAA are staffing Vermont-branded booths in each of these locations nearly once a week to hand out Vermont literature, samples of Cabot's cheese, and hold contests to win free lift tickets to Vermont's ski resorts. The promotion is working well and generating great excitement for Vermont in the winter in these markets.
Winter TV To accompany our out-of-home events and signage, VDTM also created a brand new :30 TV spot featuring winter in Vermont and the PATH TO VERMONT url. The spot has been getting a lot of attention in our key markets.
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