Record-Breaking Editorial for Ski Racing Media

Client Challenge

Ski Racing Media, the leading international media company in alpine skiing, needed to create compelling content about the 2023 World Pro Ski Tour Championships at Taos Ski Valley. The challenge was to go beyond typical event coverage by crafting a piece that would:

• Engage both hardcore skiing enthusiasts and more casual readers

• Highlight the unique sustainability initiatives at Taos Ski Valley

• Drive exceptional reader engagement and social sharing

• Balance event promotion with substantive environmental reporting

• Appeal to advertisers and sponsors while maintaining editorial integrity

Strategy & Approach

I recognized that the intersection of world-class skiing competition and pioneering sustainability efforts represented a unique storytelling opportunity. My approach focused on:

• Centering the article around Taos Ski Valley's groundbreaking status as the only B Corporation certified ski resort

• Using vivid, descriptive language to capture the natural beauty of the location

• Balancing technical information about sustainability initiatives with accessible explanations

• Structuring the piece to highlight both the upcoming event and the long-term environmental commitments

• Incorporating authoritative quotes and specific data points to add credibility and depth

• Maintaining an informative yet conversational tone appropriate for both industry insiders and general readers

The Copy

The article I crafted, titled "Taos Ski Valley wows the world with its innovative approaches to sustainability while hosting the 2023 World Pro Ski Tour Taos World Championships," opened with:

Taos Ski Valley is a gorgeous ski resort in the towering Northern New Mexico mountains. It boasts jaw-dropping scenery, world-class skiing accommodations, and a unique values-driven business ethos that continues to improve the resort's commitment to its social and environmental impact.

The piece went on to highlight Taos' status as the first and only ski resort certified as a B Corporation, their NetZero by 2030 pledge, and specific sustainability initiatives including:

• Renewable solar energy powering chairlifts and snowmaking

• High-efficiency snow guns reducing water and energy consumption

• Food composting system diverting 90% of food waste from landfills

• Partnership with The Nature Conservancy's Rio Grande Water Fund

I balanced these environmental achievements with coverage of the upcoming championship event, creating a comprehensive piece that served multiple editorial objectives.

https://skiracing.com/taos-ski-valley-presents-the-world-pro-ski-tour-2023-taos-world-championships/