The Sunday River Ski Resort – Cold Brook Saab Partnership

Posted on 05. Mar, 2010 by Ryan in 2010-2019

Film Credit: Saab History

Cold Brook Saab of Skowhegan, Maine, an exclusive Saab dealership for over 46 years, continues to enjoy a strong customer following and has managed many continuous cross marketing opportunities over the years. The first one I covered this past November with Shipyard Brewery, the other one I am covering here with Sunday River, a leading ski resort in New England, located in Newry, Maine.

I first began learning about Sunday River’s use of Saab vehicles upon my first visit to the resort as a guest, back in January of 2007. It was during that visit where I noticed a beautiful black Saab 9-5 wagon complete with the Sunday River logo on it.

It was not until my recent connection with Cold Brook Saab where I learned from the owner of the dealer, Joey Joseph, that this partnership began 12 years ago with the resort. “We started establishing our cross marketing campaign with a sponsorship at Sugarloaf Ski Resort in 1995 and have since forged alliances with Sunday River Ski and Golf Resort and Shipyard Brewery in Portland.”

It’s interesting to note when the first partnership was established at Sunday River’s sister ski resort Sugarloaf, Saab Cars USA had a national involvement with it as well. At that time, it was more than just opportunities for showcasing Saab products as it included discounted lift tickets, priority parking, a ski race, luncheon, raffle, an opportunity to drive a new Saab for the week in addition to lodging discounts all for Saab owners!

The current fleet that Sunday River uses includes Saab 9-5 Sedans and 9-5 SportCombis as well as 9-7xs. These vehicles initially began as transportation vehicles for upper management serving as premium transportation for executives, much like what has been done at Shipyard Brewery who have many top executives driving Saabs from Cold Brook Saab also. Today, Saabs are not only owned by employees, but also serve functions such as public safety much like Aspen & Vail as well as VIP and guest transportation at this leading family oriented resort. With all of the Saabs driving around by Sunday River, it should be no surprise to learn that many of the guests of the resort also follow the same interest in Saabs as hinted to in the film.

After having this great experience at Sunday River to learn about this Saab partnership, it is clear that Cold Brook Saab and Sunday River both want this partnership to continue. With a newly created Saab organization in the United States, known as Saab Cars North America, along with some long awaited incredible product offerings that will clearly serve the best interests of this partnership and their customer’s demographic such as the Saab 9-3x, all new Saab 9-5 and 9-4x all equipped with Cross Wheel Drive, the future looks promising.

A special thanks to those at both at Sunday River ski resort as well as Cold Brook Saab for the opportunity to bring awareness of this ongoing Saab partnership.

The Sunday River Ski Resort – Cold Brook Saab Partnership

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