Hi, my name is Bruce and I'm a skier. About 10 years ago, many resorts did not allow snowboarding, but that changed quickly. Today in the US, there are just 4 resorts that are skier only including Alta and Deer Valley here in Utah (out of 9 resorts locally).
So Burton had a contest: Poach a ski only resort, make a video and we'll give you $5K. Pretty clever and hats off to Nate Bosshard. For ~$20K Burton got a great buzz in the community and it wasn't through an advertising campaign.
Are you a "tried & true" marketing person using only approved methods, or are you reaching out to your customers in numerous non-traditional ways?