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ADRENALIN, INC. GIVES ARAPAHOE BASIN “A LIFT” WITH IMAGE-BUILDING CAMPAIGN FOR NEW MONTEZUMA BOWL EXPANSION

Denver, Colo. – December 17, 2007 – Adrenalin, Inc., The Brand Expansion Team, is supporting the upcoming launch of Arapahoe Basin’s Montezuma Bowl with an image-building campaign that utilizes a wide range of marketing, advertising and communications activities to raise awareness of the expansion. Arapahoe Basin’s (www.arapahoebasin.com) 400-acre Montezuma Bowl expansion is located on the back side of the main Arapahoe Basin ski area and will increase the ski area’s terrain by 80 percent this coming ski season – making it the largest terrain expansion in the history of Arapahoe Basin and the largest expansion of any ski area in the United States this season. Construction of the new chairlift that will serve Montezuma Bowl has been completed and the terrain will be opened to the public by the holidays (snow dependent).

Adrenalin’s activities in support of Arapahoe Basin’s launch of Montezuma Bowl include:

• Consumer messaging, logo development and campaign materials development for Montezuma Bowl;

• A comprehensive advertising campaign featuring television advertising on Comcast, static messaging on Frontier Airlines, outdoor billboards, interior bus signage in Summit County, exterior bus advertisements on RTD lines in the Denver metro area, online advertisements and print advertisements in a variety of local and national publications; and

• A public relations campaign to raise awareness of the launch in Colorado and nationally, building buzz about Montezuma Bowl as a must-visit destination for skiers across the country this season.

“Working with Adrenalin has been a marketing dream. The talent at the agency is creative, resourceful and responsive. With our largest expansion in 61 years coming on line this season we needed a professional full-service advertising agency that could get the message out in an exciting and enticing way. Adrenalin was successful in accomplishing that goal. The agency made the process from logo development to brand awareness as painless and effective as possible. When we expand again in 61 years, we’ll call Adrenalin,” Leigh Hierholzer, Director of Marketing and Communications, Arapahoe Basin Ski Area

“Our goal is to support the launch of Montezuma Bowl by developing an image for the new ski area that will translate into a strong brand among skiers in Colorado and across the country. To achieve that, we are using a powerful combination of elements including a unique Montezuma Bowl identity package and a full complement of marketing and communications activities,” said Daniel S. Price, Principal and President of Adrenalin. “Arapahoe Basin is a much-loved place for so many skiers and boarders, and the branding and marketing efforts for Montezuma Bowl build on the personal connection people have with the beauty and wildness of this legendary ski area.”

Montezuma Bowl will include blue, black and double black slopes for a total of 36 additional runs. The skier and rider will discover cornices, chutes, glades and wide-open bowls. Several runs will be groomed nightly, providing the intermediate guest with much coveted additional cruising terrain. Hike-back terrain past the lower lift terminal will also be available for the adventurous skier or rider who has more interest in experiencing a remote, back country feel.

For more information about Montezuma Bowl, visit www.arapahoebasin.com.

About Adrenalin, Inc.
Founded in 1997, Adrenalin is a full-service branding, marketing & design agency that specializes in supporting the brand-expansion goals of sports organizations around the world. Adrenalin develops, expands and differentiates the brands with a single goal – to drive revenue for sports organizations. Adrenalin’s integrated brand expansion services include strategic planning, campaign development, logo design, collateral materials creation, advertising direction, multimedia design, sponsorships and other services. For more information about Adrenalin, visit goadrenalin.com.