Why Les Menuires are wasting their advertising budget
This advert by the French ski resort of Les Menuires (taken from ‘Ski and Board’ magazine) struck me as a classic example of an advertiser thinking about what works for them rather than what will work for their target market. On the face of it , it’s a cute idea. What is the inscrutable Bombadier...
Why Ski Republic are scoring points in the Tarentaise…
Everyone travelling to La Plagne, Les Arcs, Vallandry, La Rosiere, Tignes, Val d’Isere and all the smaller stations has to travel through Moutiers to reach their destination. And that means they have to pass some great guerrilla marketing from Ski Republic, who have invested in a fleet of American-style bullet caravans. These have been branded...
Why I want a jacket with Omni-Heat
I’ll be honest with you, I still don’t really know what Omni-Heat is (although you can find out here). But this ad made me want to have it. Like everyone I have a limited amount of time to consume an ever increasing amount of media. But when I was flicking through the ‘Daily Mail Ski...
How to get twice as much value from your sponsorship
‘Sponsor pulls out of Oxford and Cambridge skiing trip after students strip off in the snow’. These were the shocking headlines that recently greeted readers of the Daily Telegraph and Daily Mail. Scott Dunn, the upmarket tour operator, agreed to sponsor the Valley Rally at Varsity Trip TwentyTen – 2500 Oxbridge students on holiday in Val...
How a face full of snow can be a surprisingly good sell…
This ad for Adidas goggles was another of my favourites from last autumn. A great image and a great hook. According to Chad Sayers ‘when I see everything, I can ride anything’. Now, I’m guessing that, like me, you haven’t heard of Chad Sayers. But who cares? This is a great aspirational idea. If I...