Big White Inks Preferred Partner Deal With Vancouver Canucks

Canada's Top Family Friendly Resort Partners with B.C.'s Number One Sports Franchise

Vancouver, B.C., (June 28, 2016): Big White Ski Resort is pleased to announce the signing of a Preferred Partnership and Advertising Agreement with the Vancouver Canucks of the National Hockey League. The new advertising and marketing program will run for three years, and marks an exciting next step in the longstanding business relationship between Canada’s ‘Best Family Resort’ and B.C.’s number one sports franchise. As a preferred partner, Big White Ski Resort joins an exclusive selection of top North American brands handpicked by the popular NHL organization.

“We are pleased to continue our partnership with Big White Ski Resort, a multi-award-winning resort known for having some of the best terrain in the Pacific Northwest,” says Trent Carroll, Executive Vice President, Sales & Marketing Canucks Sports & Entertainment. “Recognizing our shared passion for delivering an exceptional atmosphere and service experience for our guests, we look forward to promoting the Ski Big White brand as a destination of choice in B.C.”

The Canucks home game broadcasts are the perfect platform for showcasing the Ski Big White brand story – a message that resonates greatly with the Canucks’ fan base of winter sport enthusiasts. And supporters are far and wide – over 435,000 B.C. residents watch any given home game, a number that reaches over 739,000 when including all of Western Canada. In the 2015/2016 NHL season, upwards of 13 million Canadians tuned into a Canucks home game, equaling one in three consumers.

“The Vancouver Canucks are the most viewed sports broadcast in B.C., and in today’s busy advertising world, we believe that this is the biggest and best bang for our buck in our number one market,” says Michael J. Ballingall, Senior Vice President of Big White Ski Resort Limited. “How can you beat live NHL Hockey? It’s in our blood”.

Big White Ski Resort is fresh off the heels of its best season to date, and its historically largest visitor market continues to come from greater Vancouver – where in the extended market of Vancouver and Victoria, almost 65% of the population watched a Canucks home game last year. The growth of the Vancouver market is anticipated to endure as guests are flocking to Canada’s largest ski-in, ski-out resort not only due to the world-class Okanagan champagne powder, but to the increase in daily air service between Vancouver and Kelowna as well as the new and improved mud and snow tire requirements on the Coquihalla Highway. The partnership will further strengthen the relationship between Big White Ski Resort and its surging Vancouver visitor market, and is expected to drive tourism revenue to the Central Okanagan and Kelowna.

When negotiating the partnership, Big White Ski Resort stressed the importance of working with another family-operated enterprise. “When you come from a family-run business, it’s very comfortable to work alongside a similarly structured company,” says Peter Plimmer, President and CEO of Big White Ski Resort Limited. “We have been advertising on the steps at Vancouver Canucks home games for five years now, and we’ve always been made to feel that we are a part of the Canucks family. We are proud to now call ourselves a preferred partner of this outstanding organization.”

About Big White Ski Resort 

Big White offers up big outdoor adventures in the heart of the Okanagan Valley. Nestled in the picturesque Monashee Mountain range, Big White Ski Resort is just 45 minutes from Kelowna International Airport. Boasting Canada’s largest ski-in, ski-out resort village, Big White can accommodate more than 17,000 guests. And all that winter fun hasn’t gone unnoticed. Big White has racked up numerous accolades, including being named the No. 1 Ski Resort in Canada for “Best Powder” in Ski Canada Magazine’s 2015 Best of Skiing in Canada Awards.

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