London Ski & Snowboard Show grab attention with lift pass giveaway
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...
France overtakes USA as most popular country for skiing
Research by Domaines skiables de France (DSF) shows that France is the top destination in the world for skiing (in terms of attendance), ahead of the United States and Austria for the first time in three years. French ski resorts recorded 55.3 million skier days during the 2011/12 season, up 3% year on year. The growth was driven by the excellent snow...
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 families are very clear and...
Olympics twist leads to big PR win for Mark Warner
You may have seen some of the coverage recently claiming that the Olympics have led to an increase in active holiday bookings. Masterful PR This is a masterful piece of PR from Mark Warner Holidays that has so far gained them exposure in The Daily Telegraph and many other publications. The claim is that the company...
Sochi 2014 ‘greets the world’ in London
After the incredible excitement that was London 2012, eyes now turn to the next Olympiad: not Rio 2016, but the Sochi 2014 Winter Olympics in Russia. To promote the event, Russia.Sochi.Park was set up in Kensington Gardens for the duration of London 2012. ‘Where Russia greets the world’ The idea was that this would be...
Marketing we liked at the London 2012 Olympics
British Airways Did British Airways take a risk when they told the public ‘Don’t Fly’? That’s what BBH would have you think. But given that it was only launched in June it wasn’t much of a gamble: more like preaching to the converted. What was inspired was their online campaign that enabled you to see...