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Whistler Uses Teaser Video to Buzz Opening of Bike Season

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GREGG
BLANCHARD
   

Mountain biking can be an incredibly popular summer activity for resorts with a good network of singletrack down their mountain. In fact, there’s enough demand that a lost ski area was revived by transforming it into a summer-only,bike park at Highland Mountain. Seems crazy to me that a lift-served biking resort could survive where a lift-served ski resort couldn’t but such is the state of the demand and growth of the sport.

Whistler is a resort that takes mountain biking very, very seriously. In fact, last fall, they hit their 1,000,000th biker followed by confetti guns and a prize pack for the lucky rider.

It’s little wonder why cycling is so popular among skiers. Skiing is friends, speed, and mountains. Biking is about as close as you can get without the snow. So, as the summer bike season approached in Whistler, the bike park crew released a teaser called “Anticipation” that quickly racked up 16,000 views.

I think it’s awesome. For a resort committed to summer activities, a big push to generate buzz leading into summer makes a ton of sense and might even help shed the snow-melting blues. This is a great video with great timing that got a lot of positive feedback. Well done.


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