Governor Arnold Schwarzenegger,
the California Travel and Tourism Com-
mission (CTTC) and California’s world-
class ski destinations have teamed up for
the first time to launch the 2005-06 Cali-
fornia Snow Campaign aimed at increas-
ing destination skier visits and making
the Golden State top-of-mind as a pre-
mier ski destination.
“California’s
incredible natural
beauty, great snow, sunny skies and
world-class resorts make it one of the
best places in the world to ski,” said
Governor Schwarzenegger. “I welcome
skiers, winter sports enthusiasts and peo-
ple from across the world to come enjoy
our 43,000 acres of premier ski areas, 34
outstanding resorts and experience the
amazing hospitality that California has to
offer.”
The California Snow Campaign is
comprised of a variety of targeted mar-
keting strategies and tactics, including a
30-second spot
featuring Governor
Schwarzenegger skiing, as well as upbeat
greetings from the ski industry’s best
professional skiers and boarders. There’s
also a national media relations and adver-
tising (print and broadcast) program,
Internet and e-mail programs, cross-
marketing opportunities with United Air-
lines and Southwest Airlines, as well as
consumer ski shows in London and
throughout the United States, where
California ski packages and merchandise
will be given away.
“Governor Schwarzenegger and
the ski industry’s participation in this
campaign is demonstrative of their com-
mitment to support California’s overall
tourism promotional activities,” said
Executive Director Caroline Beteta of
the CTTC. “This support is critical in
bolstering the state’s economic develop-
ment.”
According to the CTTC, last year
travel and tourism expenditures totaled
$82.5 billion in California, supported jobs
for nearly 900,000 Californians and gen-
erated $5.2 billion in state and local tax
revenues.
The California Ski Industry Associa-
tion reports that the California winter
sports industry generates $500 million
into the California economy,