How to motivate the consumer to go to a ski show?

This is the annual question that the organisers of the three ski and snowboard shows in London, Birmingham and Glasgow have to solve every year.

For 2012, the newly rebranded ‘Ski and Snowboard Show’ (previously known as the ‘Metro Ski & Snowboard Show’) have gone for an attention grabbing lift pass offer.

In conjunction with a number of ski areas including the Aosta Valley, Verbier and Chamonix Mont Blanc, the show will be giving away one lift pass with every adult ticket booked.  You can check full details on their website.

It will be interesting to see how the public respond, but it’s a well-thought out promotion that should provide the UK snowsports market with an extra motivation to get to the London show this year.

By Iain Martin