Wednesday, June 13, 2012

Marketers woo mountain-bike media

Industry professionals to be in Sun Valley next month


By REBECCA MEANY
Express Staff Writer

More than two dozen mountain-bike industry professionals will be in Sun Valley next month during the Bike magazine industry summit.

Six members of Bike's editorial staff plus 22 members of the bike industry representing top manufacturers will roll in July 9 to take in the valley's mountain biking offerings for four days.

While here, they'll gather editorial content about Sun Valley, take stock photos, review local products and spend time on the trails in the Sun Valley and Sawtooth areas, said Arlene Schieven, Sun Valley Marketing Alliance president and chief marketing officer.

She said attendees will also be blogging and posting to their social channels about their visit.

The idea is to promote the area to that target audience, said Greg Randolph, the alliance's director of public relations and social media.

"Bringing Bike magazine to Sun Valley is another great opportunity to expose core influencers and opinion leaders to the Sun Valley experience," he said. "As a part of our strategy to regain core credibility, this group represents not only the leading lifestyle mountain bike magazine in the country but also the key brands in the bike industry. What these people think matters and the editorial opportunities which come from this will add more momentum to our current efforts.

"Much like hosting Powder magazine and Transworld Media this past winter, connecting with these communities establishes relationships which will help us get the word out that Sun Valley is awesome."

More mountain exposure

Representatives from Outside magazine are doing a photo shoot in the Sun Valley area, June 12-14.

Featured in the photos will be locals "who really speak to the outdoor, innovative and active side of Sun Valley," Randolph said.

The Sun Valley area has colored the pages of many magazines and catalogs recently, including Martha Stewart Real Weddings special issue, Eddie Bauer, Columbia Sportswear, Hewlett-Packard, title nine sportswear, Trek bicycles and Woolrich.

Rebecca Meany: rmeany@mtexpress.com




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