Sometimes is seems partnerships just happen, as if it were a match made in heaven. Others have to be earned through a long relationship and negotiations. Last week, news came out of a partnership between Jackson Hole and Subaru for a group of three events: a Freeskiing World Tour qualifier and two Master the Mountain events.
Among other highlights, each Master the Mountain event features:
Not a bad partnership to have. In the press release Subaru’s CMO, Tim Mahoney, gave a unique, but not too surprising (considering Subaru) reason for their choice. Mahoney said, “JHMR has outstanding environmental initiatives that align with our environmentally friendly practices and respect for the environment.”
So, Jackson works hard to lead the ski industry in green initiatives, something that can be driven by a variety of motives, but they end up snagging a huge partnership with Subaru. I could be wrong, but I don’t think this is an isolated result of innovation. Being innovative can sometimes mean closing the door on trusted marketing ideas, but tends to lead to many more doors being opened.
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