SIA Hires New Marketing Agency

MCLEAN, Va. (February 25, 2002) – The Splinter Group, an agency with experience in the entertainment and action sports industries, was selected by SnowSports Industries America (SIA) to develop the association’s marketing campaign.

“This young, fresh, energetic agency has a solid understanding of the snow sports industry having worked with K2 Snowboards, Burton, TransWorld Media, and through their annual Amplitude Winter Resort CD,” said Mary Jo Tarallo, SIA director of communications.

The Splinter Group will be responsible for developing the 2003 trade show campaign and promoting the association’s other programs. In addition to managing the trade show, SIA maintains three websites and provides valuable member benefits, such as research materials and discounted shipping programs with FedEx, Yellow, and Hellman. Also SIA sponsors consumer programs focused on growing the winter sports industry. Such programs are funded by trade show revenues and include Take Your Daughter to the Snow Week, Donate-A-Ski/Board, Winter Trails, and SnowTrax.

“In preparation for our work on behalf of SIA, we spent three days meeting with people at the recent SIA show, including exhibitors, retailers and reps,” said Josh Wittman, co-founder of The Splinter Group. “We gathered a lot of great information, which we’ll use in creating an innovative and exciting campaign for SIA.”

For the recent SIA show, The Splinter Group produced a compilation CD, Amplitude 02 sponsored by Atomic Snowboards, which was distributed in 3000 retailer bags at the trade show.

“A lot of the artists on the CD are breaking and getting more MTV rotation,” said Wittman. “This was a very timely, exciting deal and a unique sponsorship opportunity for the show. We hope to bring more opportunities like this to SIA.”

Three former executives from Walt Disney-owned Mammoth Records, Wittman, Lane Wurster, and Steve Balcom co-founded the North Carolina marketing company. The three were instrumental in developing the music label from its earliest stages, through a joint-venture with Atlantic Records, and then to its sale to the Walt Disney company. Highlights of their Mammoth tenure include multi-platinum records from Squirrel Nut Zippers and 7 Mary 3 and co-branded releases with MTV, ESPN’s X-Games, and Teletubbies. Wurster was recently nominated for a Grammy for Best Recording Package design. Current clients of The Splinter Group include the Carolina Courage of the Women’s United Soccer Association, Sony Pictures, Walt Disney Company, and Fleet Feet Sports.