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Bud Light + Cutwater + AGSW 2021 Recap

Aspen Gay Ski Week Lite was a tremendous success on many levels despite the challenges that were faced with COVID. AGSW exceeded fundraising goals, breaking levels of online participation and the ability to continue to impact many people in the LGBTQ+ community through our educational programs and grants. AGSW 2021 has also laid a solid foundation for AGSW 2022 and the ability to celebrate its 45th year. AGSW Lite was about giving back, not the party. Despite the constant pivoting of programming, AGSW was successful with promoting Bud Light products throughout the week to attendees including Bud Light Seltzer, Bud Light Seltzer Lemonade, Bud Light, and Cutwater Spirits canned cocktails throughout restaurants in Aspen. AGSW also assisted distributors with introductions to restaurants through local relationships. AGSW was able to do promotional photoshoots for social media that will be posted ongoing throughout 2021 and to be used as marketing for 2022. Our flagship marketing campaigns for 2022 will also feature Bud Light Seltzer onesies with new releases every month leading up to our 45th anniversary in January 2022.

Although no actual passes and tickets were sold to in-person events, AGSW was able to generate over $65k in lift ticket sales and $50k in hotel rooms booked through our booking partners. In addition, AGSW gave out 200 swag bags to in-person attendees that included Bud Light and Cutwater promotional swag. Virtually, AGSW was able to reach over 55k highly targeted LGBTQ+ top 10% income brackets through the week with our social media outlets, over 12k people through direct email marketing, 8,362 highly targeted unique users on our website between December 1st, 2020 and January 31st, 2021, 200+ people onsite in Aspen through MMS text messaging.

Aspen Gay Ski Week 2021 Lite By The Numbers

Number of Viewers for Virtual Events

Piano Bar with Jon Richardson (over 1k highly targeted views combined Facebook and YouTube)

Virtual Art Curation featuring Steve and Diane Allen (over 1k highly targeted views combined Facebook and YouTube) 

Drag Queen Bingo (over 1k highly targeted combined Facebook and YouTube and 60+ paid attendees)

Flag Reveal Finale (over 1k highly targeted combined Facebook and YouTube views) (Bud Light Seltzer Lemonade AD)

A Glimpse At Some Promo Photos

Additional Benefits

Bud Light  + Cutwater Online Branding

  1. Facebook (over 12k followers – specifically targeted to LGBTQ+) 55k targeted reach during 1/17/21-1/24/21
    • 4 Highly Targeted Ads For Bud Light and Cutwater (Paid Boosts on Facebook)
    • Bud Light Lemonade Seltzer Ad (Paid Boost)
    • Virtual events will live on our website and social media for continuous viewing throughout the year
  2. Bud Light products scheduled for next 4 months on AGSW social media
    (beyond 4 months, see proposed campaign below)
  3. Cutwater Ads scheduled for next 8 months on AGSW social media 
  4. YouTube-all AGSW 2021 videos now live on AGSW YouTube Channel
  5. Direct email marketing features during AGSW 2021 Lite and throughout 2021 leading into 2022
  6. Both digital and print ads in AGSW 2021 Lite Program
  7. Logos on front page of AGSW all year

Onsite Activations

  1. Limelight Hotel
    • Bud Light Swag every day at Apres Ski (Blankets, Onsies, Coozies)
    • Bud Light specials for take-out and Apres
  2. Cutwater
    • Sample product to all Limelight AGSW guests
    • Cutwater specials for take-out and Apres at the Limelight
        – Sold out of product during AGSW
  3. L’Hostaria
    • Bud Light Seltzer take-out specials and patio
  4. New York Pizza
    • Bud Light Seltzer take-out specials
  5. Brunelleschi’s
    • Bud Light Seltzer take-out specials
  6. Introduction to Snow Lodge
  7. Introduction to Tatanka
  8. Introduction to Aspen Pie Shop

Media Coverage

This year’s events captured media attention locally and nationwide. The following media sources covered AGSW 2021 Lite. CBS 4 Denver, Aspen Times: Midweek Drop-in, Sopris Sun, 5280 Magazine, Aspen Public Radio, Out Traveler, 303 Magazine, Towleroad, Dallas Voice, Mister B&B, Curve Magazine (Australia), IGTLA, and more. In addition the Governor of Colorado, Jared Polis did a shout out to AGSW and AspenOUT.

Moving Forward Into 2022 - Ideas and Goals

2022 Campaign – 45 Years of ASGW

As we gear up for 2022, the moment has never been more important for AspenOUT and Aspen Gay Ski Week to inform our attendees about all of the charitable causes we support as one of the only Gay Ski Weeks in the world to be listed as a 501(c)(3).

Our commitment to helping the LGBTQ+ community has never been stronger and our goal to make sure all colors of the rainbow are covered is front and center.

We would love the opportunity to have Bud Light and/or Cutwater join us for a throwback and introduction to our 2022 campaign with the inclusion of illustrator Joe Phillips. Phillips worked for Bud Light, for which he created unique art for a nationwide 12-month ad campaign featuring his signature “Joe Boys”. Phillips is also friends with the creative director of Aspen Gay Ski Week.

This campaign would span the year 2021 and go into 2022, Aspen Gay Ski Week’s 45th Anniversary. The concept would have Joe Phillips reimagine his past drawings with the photography of our creative director to come up with memorabilia that promotes inclusion, promotes AB’s marketing initiatives, and raises money for AspenOUT.

We would love the opportunity to discuss this momentous campaign for 2021 moving into 2022.

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Potential Media Coverage

We will utilize this campaign to fundraise, talk about supporting our BIPOC and Trans Community, plus help gain attention for Cutwater and Bud Light’s marketing goals. Our goal is to use this as a national platform to get media attention as well as national support for all organizations and people involved.

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