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Advertising Campaign

Teck BC Alpine Race Series

 /  Mining

The Teck BC Alpine Juvenile Race Series is the premier alpine ski race series in British Columbia. Events are staged around the province for skiers from 11 to 14 years of age.

When the BC Alpine Ski Association and sponsor Teck Resources launched their promotion of the events, they approached Red Rocket Creative Strategies to create a series of monthly ads to run in The Vancouver Sun. Red Rocket Creative had previously created the brand for the Juvenile Race Series, including medals, ribbons, signage and bibs.

Because these events are focused on the development of the young athletes, we believed the dominant theme should be the skiers’ passion and dedication. Great photography was key, so we sourced dramatic racing images from local sports photographers. The tag line: “A Season of Dedication, A Lifetime of Memories,” captured perfectly the reason why this race series has been so valuable for young athletes. Not only are the kids learning the value of hard work and discipline, they are enjoying experiences and building friendships that will last a lifetime. The signature, multi-colored swirl developed by Red Rocket Creative anchored the bottom of the graphic.

Messages from President and CEO Don Lindsay added warmth and a personal touch to the company’s support.