Mass tourism ad campaign will target skiers, boarders

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BOSTON — After the snow falls this week, the Massachusetts Office of Travel & Tourism will launch a two-month effort to lure skiers and snowboarders to the Bay State's slopes.

Partnered with the Massachusetts Ski Areas Association, MOTT on Friday will launch a digital ad campaign through TripAdvisor to promote the state's 12 alpine ski areas to residents of Massachusetts, New York, Connecticut and Rhode Island, the agency said.

"We're thrilled to partner with the Massachusetts Ski Areas Association and TripAdvisor to highlight our spectacular winter activities and experiences across the state," Francois Nivaud, executive director of MOTT, said in a statement. "We invite visitors to take a fresh look at Massachusetts snow sports, with plenty to offer beginners and advanced skiers and snowboarders."

The campaign, which will run through March 5, will drive skiers and boarders to www.massvacation.com/skima and will promote Massachusetts as a destination for learning how to ski or snowboard.

Gov. Charlie Baker has declared Friday, Jan. 5, as "Massachusetts Learn to Ski & Snowboard Day" to "bring extra attention to the sport and encourage more people to give it a try."

Paul Maloney, president of the Massachusetts Ski Areas Association, said the partnership with MOTT will boost exposure for the state's skiing areas, which attract more than 1.5 million visits per year.

"Skiing plays an important role in the state's overall winter tourism, especially in the western part of Massachusetts," Maloney, general manager of Jiminy Peak Resort, said in a statement.


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