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Entertainment | Guests lift experience in Sälen becomes something unique with the help of Mio’s comfy sofas

By on December 15, 2015

Mio Express Tandådalen is the name of the new express lift SkiStar Sälen open for this year’s ski season. That Mio has bought the naming rights is part of the industry-exclusive partnership that Mio and SkiStar has signed for SkiStar Sälen and Vemdalen’s ski areas. In addition to naming rights becomes guest lift experience something unique with the help of Mio’s comfortable sofas.

It is the first time that the naming rights for a ski lift has been sold in Sweden and a sofa built into a lift chair.

– In Mio are we gladly first with news, and this is an opportunity for us to be seen in an unexpected place in an unexpected way towards our target group on a skiing holiday, says Mio’s CEO Björn Lindblad.

The new ski lift in Tandådalen included in SkiStar Sälen ski area is the largest ski destination. Besides the name Mio Express Tandådalen each lift chair will communicate Mios brand. In addition, two exclusive lift chairs will be formed as a Mio sofa.

– Mios brand and product range feels very relevant linked to our guests. It’s exciting together with Mio launch a unique and memorable experience lift, says Jonas Bauer Destination Manager SkiStar Sälen.

– Mio is greatest and market leader in Sweden on couches and we are steadily increasing our sales. To name a ski lift is one of several ways to reach out to more customers and strengthen our position as a destination for furniture and interior design, says Björn Lindblad.

In addition to naming rights includes also advertising on billboards, event rights and Mio catalogs in each cabin that SkiStar conveys in Sälen and Vemdalen’s ski areas.
– We know that our audience, our destinations and exposure environments are very attractive. This is a shining example of how a partner takes their brand into our mountain environment. Through a product increase the guests’ skiing experience, as in this case, skip the trip in the form of more comfortable comfort Mio sofas is something that really stands out and will get great attention, says Maria Andrén Partner Manager SkiStar AB.
On Saturday 12 December at. 9:00 inaugurated Mio Express Tandådalen of Mios CEO, SkiStar’s CEO, SkiStar Sälen destination manager and SkiStar’s Chairman Erik Paulsson and director Mats Paulsson.
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