Skipedia has been working with ski chalet specialists Le Ski for several years, managing their Adwords account and creating bespoke Content Marketing projects.

Huge increase in distribution base

Over the last two years, a mix of social-led promotions designed by Skipedia had led to an increase in the Facebook fan base of 400% and added over 9000 email addresses to their newsletter list.

We felt the time was now right to build on that base and to focus on converting these new digital followers into paying customers.
le ski logo


Focus on core values

This strategy was not aimed at maximising engagement, but consolidating the key messages that have led to the success of Le Ski over the years.

We decided to focus on the core brand values that mean 77% of Le Ski’s customers are either returners or are recommended by existing customers.

Our analysis of customer service questionnaires showed four words consistently reappearing in guest comments:

  • Helpful
  • Friendly
  • Excellent
  • Staff

This is demonstrated in the word cloud below that we created from their 2015 CSQ data:




Staff Video Profiles

This research informed our approach to the creation of a series of video interviews with key members of staff.

These were filmed over three days on location in Courchevel and La Tania during last winter. While the videos have been published already in a playlist on YouTube, it has been a ‘soft launch’ with no promotion.

The full launch will come in Autumn 2016 when we will use a combination of Facebook, Adwords Video and email marketing to reach a targeted audience, based mainly on remarketing data.




‘Designed in Yorkshire, Delivered in France’

These high quality videos have been supported by an additional low-cost viral concept.

Le Ski was founded by Nick Morgan – a native of Huddersfield in Yorkshire. The company is still based in ‘God’s Own County’ and has informally used the strapline ‘Designed in Yorkshire, Delivered in France’ to describe its holidays over a number of years.

Knowing (as we surely all do!) that Yorkshire Day is celebrated on 01 August, we decided to create a fun video highlighting Le Ski’s Yorkshire roots.

Although users may not be aware, the final result (shown below) is even more personal as the audio is spoken by Nick Morgan himself.



Published on Facebook and YouTube

As well as publishing on YouTube, the video was posted to Facebook, where it was boosted for a single day to audiences targeted by links to Yorkshire and Skiing.

Knowing that August is a ‘slow news’ period, we also alerted various specialist ski media, and the subsequent coverage added to the overall reach for the brand.


Featured by ‘InTheSnow’ magazine


Over 11,ooo views generated

The videos have generated over 11,000 views, as well as some great engagements on Facebook and Twitter.

The entire campaign was created and delivered on a small budget of less than £600, including ad spend. That equates to a Cost per View of around £0.05 – excellent value compared with a typical Adwords Video Display campaign.

As well as the subtle reiteration of the brand values, one of the goals of the campaign was to show that Le Ski is a company that doesn’t take itself too seriously.

Nick Morgan from Le Ski said:

‘We take everything in our business very seriously, apart from ourselves.

And you know what they say about Yorkshire folk…they like what they say and they say what they like!’


It’s not possible to put a value on the additional goodwill created, but in a world where users are relentlessly besieged by commercial messages, this type of campaign can make all the difference in user perception.



The campaign had a cheeky sense of humour


Ask Skipedia if you’re looking for ideas…

If you’re looking to add some imagination to your content marketing, then please contact Iain from Skipedia and we would be delighted to come up with some ideas for you.