Intrawest names TwentyTen Group as AOR

Marketing Magazine
May 22, 2012 | Eve Lazarus

The TwentyTen Group is staffing up its Vancouver and Toronto offices after winning the AOR assignment for Intrawest, which owns a network of resorts in Colorado, Vermont, Virginia and Canada.

The arrival of Dana Sissons as associate partner at the Vancouver office brings its headcount to nine. He was most recently global public relations lead at Electronic Arts, and before that communications consultant at Optimum.

Jordan Harding joins the Toronto office as an associate and will support partnership and business development. Harding was most recently manager of business development at IMG Canada.

TwentyTen launched in 2011 with several key VANOC executives as a “strategic marketing, sports and entertainment company” that leveraged best practices established from marketing the 2010 Vancouver Winter Olympics.

“We are growing. We’ve moved from beyond taking that Olympic spirit and enthusiasm, which was the basis for the TwentyTen Group,” said Sissons. “Intrawest is a great example of us being able to expand our skill set beyond that Olympic connection and do business on a North American scale.”

The TwentyTen Group signed a three-year agreement to be Intrawest’s agency of record for corporate strategic sponsorship and marketing earlier in May.

“The Intrawest family of resorts provides an opportunity to speak to millions of consumers a year who represent a highly valuable target demographic for marketers,” said Ian Arthur, Intrawest’s chief marketing officer, in a news release.

Sissons said Intrawest’s main sponsors include Coca Cola and Sprint, while a number of sponsorships are up for renewal in the near future.

“We will evaluate what current sponsorships they have and look at how we can grow it and make meaningful business partnerships,” said Sissons. “We’ll be looking at everything from beer companies to automotive to food.”