Skipedia offer digital marketing for the ski and travel industry, including content, paid search and social media.

Advertising
How do skiers want to see brands promote themselves?

How do skiers want to see brands promote themselves?

I found this research from SIA (Snowsports Industries America) fascinating. 1. Don’t hassle me on social media 2. Put on a great event for me 3. Let me find your brand when I’m already thinking about snowsports 4. Definitely don’t try and reach me via TikTok You can find out more about SIA in my...
[COVID-19] What are Google Ads Credits?

[COVID-19] What are Google Ads Credits?

In the latest of our COVID-19 marketing updates, we look at the Google announcement that they will be offering ‘Google Ads Credits’ to ‘Help alleviate some of the cost for small and medium-sized businesses (SMEs) to stay in touch with their customers during this challenging time’ What does that mean? Google will be giving SMEs worldwide...
Ski Ads in 'The Guardian', Sep 2019

Ski Ads in ‘The Guardian’, Sep 2019

We were interested to see who was advertising in the recent travel supplement in The Guardian, published on 07 September. The supplement was a ‘distributed advertorial supplement created by APL Media Limited’. Typically this means there’s very little content and lots of ads, increasing the chances it will go straight in the recycling bin. APL...
Crystal Ski's 'Confessions' video nails how ski 'addicts' feel...

Crystal Ski’s ‘Confessions’ video nails how ski ‘addicts’ feel…

Just before half-term Crystal Ski released a new video that nails exactly how skiing and snowboard ‘addicts’ feel about their sport. “It’s been 285 days since my last ski trip…” Set in the style of an AA or NA meeting, ‘Confessions’ is perhaps the first SA (‘Snowlovers Anonymous’?) meeting. Funny, but not widely seen It’s...
Would you want to go to a ski resort that's 'like the Tube'?

Would you want to go to a ski resort that’s ‘like the Tube’?

See if you can spot the difference between these two snowsports ads using UK public transport messages to promote themselves. One makes sense, one has clearly never used the London Underground! Like the Tube… Seriously? No-one ever said: “You know what? I really want to go to a ski resort that’s ‘like the Tube’.”   Discover...
Why new Austria advert left us 'speechless'...

Why new Austria advert left us ‘speechless’…

We noticed this ad in the Guardian magazine this Saturday and couldn’t help but wonder ‘What on earth is going on here?’   Does this make you want to go to Austria? The key question to ask is ‘Does this ad make you more likely to travel to Austria?’ If you’re a bird-spotter, then possibly. But...