DESCRIPTION: A high profile series of events conducted at top Ski Resort destinations throughout the U.S. MSP worked in connection with Ski Magazine to promote the Barbados Challenge downhill race and Mount Gay Rum.

PARAMETERS: 18 week promotional campaign, 8 ski resorts, 125 promotional events, 6 ski race weekends featuring the Barbados Challenge and 6 SISE Cup Masters Races.

PROMOTIONAL IMPACT: Mount Gay brand ambassadors achieved a 60 percent consumer impact at heavily attended ski lodges spreading the word about the quality of Mount Gay products. The program was extended for another year.