Skipedia is a blog full of fresh ideas about social media and snowsports.

We offer online marketing & PR consultancy for the ski and travel industry.

Esprit Ski Hit The Spot With Great Video Content

Esprit Ski Hit The Spot With Great Video Content

With so much noise in social media to work your way through, it can be hard to make an impression. That’s why Esprit Ski has stood out for us this season for the quality and quantity of their video content. The best resource that most tour operators have is their...
'Do It For Denmark' - Danish Travel Agent campaign goes viral

‘Do It For Denmark’ – Danish Travel Agent campaign goes viral

You have to hand it to Danish travel agency Spies Rejser, their new ‘Do It For Denmark’ campaign is going viral, fast. The video leading the campaign was only posted yesterday and already has 385,000 views. Do It for Denmark Spies Travel have scored an instant success with their tongue-in-cheek...
Ski Beat advert suggests poor season for UK ski companies

Ski Beat advert suggests poor season for UK ski companies

The travel section of The Guardian this weekend featured this full page ad (see below) from Ski Beat that we found very worrying, even if it’s great for the consumer. The ad itself looks great. The message is clear: ‘End of Season Chalet Clearance Sale’, with ’Massive reductions’. And there’s a...
How MountainBase hit PR goldmine with promise to refund term time fines...

How MountainBase hit PR goldmine with promise to refund term time fines…

Marketing – sometimes the best ideas sink like a stone, sometimes they soar like a bird. In the last 24 hours MountainBase has transformed itself from a modest one chalet operator in Morzine to front page news, with press coverage worth tens of thousands of pounds. So, how did they...
Folie Douce bring more 'sweet madness' to Megeve

Folie Douce bring more ‘sweet madness’ to Megeve

It was in 1969 when Luc Reversade, a former ski instructor, founded the first La Folie Douce in Val d’Isere. The restaurant and bar soon built up a reputation as the place in Val to go for apres-ski. As has been clear for years at the Krazy Kangaruh and Moosevirt in St...
How has Sochi 2014 scored on social media?

How has Sochi 2014 scored on social media?

Social media in the UK exploded when Jenny Jones won her bronze medal in the Snowboard Slopestyle. Twitter has gone mad for Jenny Jones Her Twitter following skyrocketed from 6000 to 60000 in 48 hours and is now up to 70000. Twitter Reach shows that since just 9am today her...
Five winners from Channel 4's 'The Jump'

Five winners from Channel 4′s ‘The Jump’

If you are UK-based, then you probably watched (or have at least heard of) the Alpine-themed TV show’The Jump’, recently broadcast on Channel 4. Okay, so it’s not likely to win any BAFTAs, but for its genre – and for snowsports fans – it was decent entertainment. Watching C-list celebrities...
How Grand Massif went from 2800 Facebook fans to 10000 in one week...

How Grand Massif went from 2800 Facebook fans to 10000 in one week…

In the last few years, we’ve seen many innovative campaigns by ski resorts using social media. Some have worked, some have sunk like a stone, but few have been as successful as the pre-season Facebook promotion by the Grand Massif region in France. Pre-season opening promoted exclusively on Facebook After the...
Inghams marketing win with Tube map goggle wipe

Inghams marketing win with Tube map goggle wipe

Keyrings, USB sticks, beanies, cups, wristbands…there’s no shortage of marketing freebies that companies produce.  Most of them are immediately forgettable. The goggle wipe that we received today from Inghams was a pleasant change. Great content The image on the wipe is a superb piece of content marketing in itself.  Click...
Intersport Ski Hire back with new viral campaign

Intersport Ski Hire back with new viral campaign

Last January we reported on Intersport Ski Hire’s great guerrilla campaign on the Paris Metro. On that occasion, they took over a Metro station for the morning, getting the brand out in front of potential customers and creating a social buzz. These new videos, posted to YouTube this week, shows...
How Tignes became sexy...

How Tignes became sexy…

We have noted before on Skipedia how sex sells, even in the snowports industry. Sex sells snow too… From the good old days of adverts for cigarettes to Oslo Vinterpark’s cheeky approach to marketing, sex has been a regular theme. But no one has outdone Tignes with their impressive and audacious...
UK snowsports businesses positive about autumn business

UK snowsports businesses positive about autumn business

According to a new SIGB survey, UK snowsports retailers have seen an upturn in business in the lead in to Christmas. The survey was conducted in December, with the results coming from 41 responses. of which 17 of those were retailers.  Although this is a relatively limited sample the results...
ESF La Rosiere tackle 'ski hosting' ban by adding new social skiing service

ESF La Rosiere tackle ‘ski hosting’ ban by adding new social skiing service

There will be few readers of Skipedia unaware of the ongoing saga between the French authorities and British ski tour operators offering ‘ski hosting’ [for the uninitiated, try the following articles]. With the next stage in the appeal process not due until May 2014, ski hosting will not be offered...
Swiss Ski Resort Analysis shows lift passes most expensive in Europe

Swiss Ski Resort Analysis shows lift passes most expensive in Europe

We recently came across an excellent research document – ‘Bilan de la saison des domaines skiables suisses – Hiver 2012/13‘ . It was created by Laurent Vanat, who was also responsible for the ‘2013 International Report on Snow & Mountain Tourism‘. Most visited Swiss ski resorts The report is packed full...
K2 accused of using sex to sell ski boots

K2 accused of using sex to sell ski boots

K2 have been accused of resorting to sexist imagery to sell their ski boots. We feel its only fair to reproduce their ad, purely so you can make up your own mind about this gratuitous sexism: It appears creators of the K2 Pinnacle 130 ski boot have no shame, as they...
The 100 Rouble Olympic Snowboarder (now available on ebay)

The 100 Rouble Olympic Snowboarder (now available on ebay)

To celebrate the impending Sochi 2014 Winter Olympics, Russia has minted a new 100 Rouble note with a snowboarder design. A mere 100,000 have been printed, with the snowboarder image on one site and the main stadium of the Games on the other side. Available on ebay If you can’t...
6 Ways To Grow The Snowsports Market

6 Ways To Grow The Snowsports Market

  The final session of the LISTEX 2013 forum was ‘Growing the Market’.   Iain Martin from Skipedia moderated a distinguished panel which included James Cove, Owner – PlanetSKI Tim Fawke, CEO – Snowsports England Gordon Ritter, Purchasing Director – Crystal Ski & Thompson Ski Dom Killinger, Publisher – InTheSnow Vicky...
Snowskool's great ski infographic gets the formula right

Snowskool’s great ski infographic gets the formula right

We all know infographics can be effective ways of generating inbound links, social shares and attention for your brand, but they are notoriously hard to get right. Great ideas in the meeting room often fail to translate to that super-viral piece of content you were looking for. Snowskool get it...
12 Things We Learned At The Ski Club of Great Britain 2013 Report Launch

12 Things We Learned At The Ski Club of Great Britain 2013 Report Launch

Skipedia went along today to the launch of the Ski Club of Great Britain Industry Report 2013. Billed as the ‘largest piece of consumer research ever in the UK snowsports market’, Ski Club CEO Frank McCusker, said he was ‘cautiously optimistic’ about the data it revealed. The report has been...
New Branding for Méribel to 'Méribel Vallée'

New Branding for Méribel to ‘Méribel Vallée’

This winter’s press pack for Méribel landed in our inbox today and the first thing we noticed was the resort has a brand new logo. New logo for Méribel Out goes ‘Coeur des 3 vallées’ and in comes a new focus on ‘Méribel Vallée’. [In case you missed it, the new logo...
Crystal Ski Industry Report shows growth in market for first time in five years

Crystal Ski Industry Report shows growth in market for first time in five years

Crystal Ski today released their annual ‘Ski Industry Report’ with positive news that the overall size of the market has grown for the first time in five years.    Helped by ‘good snow at the right time’ growth was modest at 1%, however Simon Cross from Crystal Ski claimed that...
A Ski Resort Rebrand Case Study: Val Thorens United

A Ski Resort Rebrand Case Study: Val Thorens United

Last week Skipedia met with Gregory Guzzo, director of the Val Thorens Tourist Office to discuss the process and rationale behind their recent rebrand to ‘Val Thorens United’. Skipedia: What were the reasons for this change? Gregory Guzzo:  The ski market is approaching maturity.  Competition within travel, particularly on the...
Have Les Arcs made the worst ski resort ad ever?

Have Les Arcs made the worst ski resort ad ever?

Sometimes we see ads that impress us (like this easyJet ad).  Sometimes we see ads that don’t (this Three Valleys ad or this from Les Menuires). But rarely have we ever seen any promotion in the world of snowsports quite as bizarre as this from Les Arcs. Even without the inevitable thoughts...
Babies, work and illness: reasons most often given for not taking ski holiday

Babies, work and illness: reasons most often given for not taking ski holiday

While at the ABTOF Wintersports Session earlier this week, we saw this fascinating word cloud, collated from data in the Spike Marketing Ski Base survey, It shows the words used when giving reasons for not taking a ski holiday, with those mentioned most often appearing largest.  The impact of growing...
Why do chalet girls bake a cake every day?

Why do chalet girls bake a cake every day?

Okay, not strictly anything to do with marketing, but just for fun… So why do chalet girls bake a cake every day? As far as I know chalets have always left out a cake for their guests to tuck into for ‘afternoon tea’. After a long day on the slopes,...
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The North Face push Olympic boundaries in Canada

The North Face push Olympic boundaries in Canada

The Canadian Olympic Committee have threatened legal action against winter wear manufacturer, The North Face. The dispute is over a range of clothing that The North Face have produced in advance of the Sochi 2014 Winter Olympics, in their ‘International Collection’. Ambush marketing? As The North Face are not an official sponsor of the Games,...
When self-promotion goes wrong...

When self-promotion goes wrong…

These days all brands need to have a presence on social media.  In many cases, it’s also sensible to maintain an identity on influential forums, such as Snowheads. The fine line between contributing and spamming However, if ever proof was needed that there is a fine line between contributing and simply spamming, take a look...
Samsung Gear mix stalking with snowboarding in latest advert

Samsung Gear mix stalking with snowboarding in latest advert

If you were thinking about getting yourself a new smartwatch, such as the Samsung Gear then this is the advert for you! For the uninitiated, the Samsung Gear was released earlier this year and is one of the first ‘wearables‘ on the market.  Google Glass is the most well known of this new style of...
Travel Heat Map by Google shows importance of Search

Travel Heat Map by Google shows importance of Search

This study was performed a couple of years ago, but all the data still has relevance for companies working within the travel industry. The research was made in the Google Shopper Sciences ‘Zero Moment of Truth‘ study in March 2011 and looked at the actions of 500 consumers in the Travel industry. The heat map...
The Freeze Festival moves to Clapham Common

The Freeze Festival moves to Clapham Common

After five years at the Battersea Power Station, the (London) Freeze Festival has dropped the London from its title and moved to Clapham Common. We dropped by on the opening night to see how it looked, and if any marketing or businesses stood out. Retro Rentals This is one business that may do well at Freeze - Retro...
"I'm having a fag!" - Tobacco Ads and Skiing

“I’m having a fag!” – Tobacco Ads and Skiing

If you were around back in the 90s, you might remember the Red Ski Tour that used to visit the Alps. While aerial skiers dressed in red one-pieces would perform flips over a kicker, the MC would shout out cryptic messages for the crowd: ‘I’m not allowed to tell you the name of tonight’s sponsors,...

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