"Snowball," the bureau's newest winter marketing campaign, has a new slogan, "Life's Greater in the Pocono Mountains." Valued at over $1 million, the campaign will run through December to the first week of March, said David West, vice president of marketing for the Pocono Mountains Visitors Bureau.
The lack of snow may have an impact on the ski slopes, but not all aspects of winter recreation.
"It doesn't have an impact on overnight stays," said West. "It does impact day skiers. There are certain aspects of the business like ski school that had record numbers."
New TV spots and billboards within the metropolitan areas of New York City and Philadelphia feature display ads from nine regional partners, including Shawnee Mountain, Camelback Mountain Resort, Blue Mountain, Skytop Lodge, The Inn at Pocono Manor, The Lodge at Woodloch, Woodloch Resort and Fernwood Resort.
"We are hoping that we continue to grow," said West. "We really wanted to target that whole northeast corridor from Southern Connecticut to Washington, D.C. and Harrisburg to the west."
In 2011-'12, the winter season web traffic at 800poconos.com grew by 10 percent to 15 percent in New York, New Jersey and Pennsylvania as compared to the previous season.
With over 5,000 ski instructors in the Pocono region, West is hopeful that the campaign proves profitable.
"I hope Mother Nature cooperates," said West. "Even if it's dry as a bone out there, all it needs to do is get cold enough."