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Show W&mM ir a " V Y the snow Mac Whisner, national advertising and sales promotion manager, was quick and to the point a few years ago when he described the reason behind Chevy Trucks' getting involved with the U.S. Ski Team and taking over as lead sponsor for the Chevy Truck America's Opening World Cup races. "We w ant to own the snow." That's a multi-faceted game plan, but Chevy has pulled it off each w inter in-ter with an increasingly aggressive and well-conceived approach And it's not simply throw ing a lot of Trucks-bucks Trucks-bucks at various activities and hoping somebody remembers their name, remembers that renowned Chevy "bowtie" logo. Chevy Trucks leverages its sponsorship spon-sorship with the Ski Team, partnering with other blue-chip companies like Visa, Sprint, United Airlines and Charles Schwab. ' ""X among others, to expand the impact each has. "We're in this because it makes such good business sense," Whisner said, "but we can all do so much more if we work together. We can't do it alone and we won't try to do it alone, but working in partnership with others will help everyone " At Park City Mountain Resort. Markettng Director Laura Murphy echoes that comment, noting Chevy Truck not only helps sponsor the America's Opening races but is the official vehicle for the resort. "We're thrilled they're back as our title sponsor. spon-sor. But, before and after the races. they keep us running every day," Murphy said "We're working hard in everything every-thing we do to present ourselves as a first-rate, world-class operator pro viding a world-class experience." Partnering with Chevy Trucks reinforces that positioning. "We have a lot of similarities, authentic, rugged, adventurous. In our own way. we feel we're as solid and dependable as Chevy Trucks," Murphy said Other sponsors who help enable PCMR to give the World Cup a running run-ning start are Coca-Cola, which also is a major ski industry sponsor; Hertz, which sponsors the women's draw and the traditional Kimball Art Gallery reception Friday night before women's slalom; and Xerox Corp. in conjunction with Copy Depot. 11 I . " ' - V '-' I . . . - J"-i'-- I-' WO |