Tourism Penticton has rolled out a new marketing campaign it hopes will capitalize partly on Russia’s elevated profile as an Olympics host country.
The group this month launched a promotion that encourages people to upload winter-inspired photos of themselves to the Tourism Penticton website.
One person who does so will be selected at random on Feb. 28 to receive an all-inclusive, one-week trip to Apex Mountain Resort valued at $2,600.
“The promotion is intended to attract winter seekers in our key markets of the Lower Mainland and Alberta,” said Tourism Penticton CEO Jessie Campbell.
“So they can be experiencing winter anywhere, but be wishing they were at Apex Mountain Resort in Penticton.”
She said organizers are hoping the campaign goes viral in those key markets through the use of social media and email, although anyone can enter regardless of hometown.
Selfski was chosen as the name of the promotion since it combines selfie — “the most overused word in 2013” — with ski, Campbell explained, while also “having some cheeky fun with the fact there’s a Russian-sounding ring to selfski.”
Tourism Penticton expects the campaign will spur more people to consider visiting the region outside of summer months.
“We want to generate awareness of Penticton as a winter destination as well,” Campbell said, “and it’s again timely given that Apex Mountain Resort, just 33 kilometres from Penticton, was just named one of the best places to ski like a local by the Globe and Mail.”