Oct. 3, 2007 Aspen Skiing Company has unveiled a new ad campaign highlighting the company's climate management efforts, Associated Press reports.

The campaign, which includes print ads in ski magazines and 30-second spots on cable TV, touts the resort operator's environmental record and urges others to take action, too. Ads refer readers to an Aspen Skiing website dedicated to global warming. The company also plans to send energy-saving compact fluorescent light bulbs to 40,000 customers.

Nearly 39% of lift ticket buyers say they are more likely to return to Aspen Skiing resorts because of the company's environmental practices, according last season's annual customer survey.