S&J re-brands Windham

Troy, NY -- SMITH & JONES has developed a new brand identity campaign for Windham Mountain, which is undergoing a $5+ million upgrade to its facilities and trails.

Extensive market research facilitated by SMITH & JONES has resulted in a complete re-branding and image campaign that includes a new corporate identity and brand positioning campaign to kick off the 2006/2007 winter season. The identity will also be showcased on all resort signage, uniforms, brochures, lift tickets, point of sale and marketing materials developed by the consultancy. New for the upcoming season as well will be Windham Magazine, the resort’s lifestyle magazine, developed by SMITH & JONES for skiers and snowboarders in the Northeast.

“The new owners of Windham Mountain are really excited about the direction the resort is taking through the new campaign,” said Kirt Zimmer, director of sales and marketing for Windham Mountain.

“The new brand positioning reflects our core businesses of skiing and snowboarding and communicates the personality of the mountain and the sophisticated, alpine experience we offer to skiers, snowboarders and their families.” “Windham Mountain has been the ‘go to’ ski area for metropolitan New Yorkers since it was founded,” said Mark Shipley, chief thinker for SMITH & JONES.

“The re-working of the brand identity is part of a bigger set of capital improvements that the resort has undertaken and the new image will help to position it as an east coast destination for discriminating skiers and boarders looking for an upmarket winter locale.”

Set atop the Catskill Mountain High Peaks, Windham Mountain offers a 1600-foot vertical drop from a 3,100-foot summit elevation. Located 25 miles from the New York State Thruway Exit 21, the resort is in its 46th year of operation and has installed three new chair lifts, three new trails and an ice skating center to further deliver an unparalleled guest experience later this year. Forty-six ski/snowboard trails encompass 257 skiable acres, with night skiing and riding featured Thursday through Saturday, as well as on holidays. Snow tubing is also offered on Fridays, weekends and holidays at the Mountain Top Adventure Park. The resort also owns and operates The Winwood Inn, located on Main Street in the town of Windham.