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April 06, 2017 01:00 AM

Nokian named official tire partner of POWDR resorts

Tire Business Staff
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    Nokian Tyres Plc. photo
    Nokian will have on-site branding at POWDR's nine North American resorts along with the opportunity to market through resort activities.

    PARK CITY, Utah — Ski area operator POWDR Adventure Co. has named Nokian the "official" tire of its nine U.S. resorts, giving the tire maker an opportunity to engage directly with an important target demographic: adventure seekers.

    Nokian will have on-site branding at POWDR's nine resorts for two years along with the opportunity to market through resort activities such as winter-driving classes, give-aways and premium parking for drivers whose vehicles are fitted with Nokian tires, Nokian Tyres P.L.C. said.

    "Nokian Tyres customers enjoy the outdoor lifestyle, so we see a partnership with POWDR as an obvious opportunity to connect with consumers whose pursuit of adventures starts the moment they leave the driveway," Hans Dyhrman, director of marketing, Nokian Tyres North America said.

    The Nokia, Finland-based tire maker said the partnership was a natural fit, noting that both it and POWDR have built their brands on enabling "adventure-minded customers to pursue their recreational dreams," while also remaining committed to environmental stewardship and the promotion of sustainability efforts.

    Nokian Tyres Plc.

    Nokian and POWDR have built their brands on enabling "adventure-minded customers to pursue their recreational dreams."

    "Our brands are cut from the same cloth," POWDR Enterprises President Wade Martin said. "We're both committed to delivering memorable experiences in awesome places to our adventure-loving customers."

    Park City-based POWDR's nine resorts are:

    • Killington Resort — Killington, Vt.;
    • Pico Mountain — Pico Mountain, Vt.;
    • Copper Mountain — Copper Mountain, Colo.;
    • Eldora Mountain Resort — Eldora Mountain, Colo.;
    • Mt. Bachelor — Mt. Bachelor, Ore.;
    • Boreal Mountain Resort — Boreal, Calif.;
    • Soda Springs Mountain Resort — Soda Springs, Calif.;
    • Lee Canyon Resort — Lee Canyon, Nev.; and
    • Gorgoza Park — Gorgoza Park, Utah.

    POWDR reports its resorts attract more than 3.5 million visitors annually.

     

     

     

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