THE HIDDEN SKI MARKET SECRETS OF HOW TO GAIN

THE HIDDEN SKI MARKET SECRETS OF HOW TO GAIN COMPETITIVE ADVANTAGE
THE SKI MARKET TODAY AND BEYOND
2013 saw a remarkable increase in ski holidays after 4 seasons of decline.*
Ski and snow holidays have increased in popularity, with 15% of all planned winter holidays for
the coming season to be a snow and ski break.**
Helped by the Winter Olympics which has bought snow sports to the fore, igniting lifelong
passions and inspiring first timers.
[Source:*Crystal Ski Industry Report, **ABTA]
WHO WILL BE SKIING IN 2014/15?
Two distinct group of travellers:
1. The regular skier (includes those who may have lapsed) - these travellers continue to drive the market.
2. The new – potential opportunity…
A significant number of non-skiers are keen to book with 17% planning a holiday in the next 3 years.
Unveils a potentially untapped niche of 21-29 year old females who are most likely to go.
The independent traveller - although unconfirmed, snow and ski holidays booked online independently is
thought to be as high as 54%.
During 2013 Skyscanner reported a rise of 154% of searches for winter flights from the UK to east of Alps compared
to the previous year.
[Source: Ski Club of Great Britain Industry Report 2013]
DIGITISING THE EXPERIENCE FOR A NEW MARKET
Customer identification and understanding how your audience consume media is paramount.
Those who have grown up with the internet are now planning and booking holidays online.
Their appetite for connecting with people and content is a huge driver in decision making and changing attitudes.
However, even the older customers are looking to the internet for influence. They want to experience the holiday even
before travelling.
Seamless travel is not only an opportunity it is fast becoming an expectation…
Personalisation is key. Be it social, offline or online, customers want a consistent quality brand experience at every touch
point; during the search, at point of booking, whilst on piste and upon their return.
WE UNDERSTAND THE TRAVEL INDUSTRY – WE HAVE WORKED IN IT FOR 25 YEARS
We understand how your customers think and what they want – that means we can talk to them
in their language, about the things that matter to them.
We personalise and identify the right communication vehicles, to create campaigns that are built
on deeper insight for greater impact, so you get to stay ahead of your competitors.
Everything is under one roof…
BESPOKE SOLUTIONS ON ANY BUDGET
From print/digital brochures or bill boards, direct mail or digital, tablet or TV, we work hard to drive
creativity in your communications.
Communication needs to connect your proposition with the needs of your customers and by
striving to find a unique insight into their world and the simple truth about your product or service,
we work hard to produce compelling creative work that has cut through and relevance in the
media landscape.
Of course, having the media team sitting next to the creatives always helps...
SOME OF OUR SKI / ADVENTURE TRAVEL EXPERIENCE
RESULTS
SKI CLUB OF GREAT BRITAIN
The task:
to undertake a strategic analysis
with Ski & Board with regard to
its magazine creative and target
audience reach. The magazine
needed to connect more closely
with its active audience to
reflect their attitudes, lifestyle
and interests. Our creative team
led a complete design review
from logo and typeface to colour
ways, imagery, pagination and
tone of voice. The concepts
were so well liked, we were
asked to design and artwork
the entire magazine!
The result:
a pacey, exciting and engaging
publication for its readership,
which on launch out-performed
the UK’s Number 1
Ski & Snowboard Magazine
(published by the Daily Mail).
NEILSON
The task:
to entice more advertising
revenue through a redesign of
Neilson’s customer magazine
‘Energise’, using an industry
specific editor to develop
features and layouts to keep
readers interested and
engaged. The magazine had
to work as an off-the-page
sales piece as well - linking
features into Neilson holidays
to prompt response.
The result:
increased media sales and
advertising spend from popular
brands such as Fat Face and
Bollé, made the magazine
cost-effective. It was a big hit
with readers, with holiday
bookings increasing too.
PGL SCHOOLS
The task:
to develop a new brochure
design and tone of voice for
the ‘PGL Schools & Colleges’
brand that was in-keeping
with the existing brands of
PGL Adventure Holidays
(children holidaying
independently) and PGL
Family Active (families
holidaying together). As well
as brochure concepts and
design, we ran an advanced
‘emotive copywriting’
workshop for the client’s
in-house team of copywriters.
The result:
the client was delighted with
our fresh approach of how
to engage with schools,
teachers and pupils and is
looking to develop additional
marketing materials
throughout the year.
RAMBLERS WORLDWIDE HOLIDAYS - SKI
The task:
to create a new stand-alone
brochure for ‘winter spirit’
holidays, targeting an
identified ‘growing’ sector in
the client’s database. To
include downhill and crosscountry skiing, snow-shoeing,
winter walking and Christmas
market holidays, the brochure
needed to appeal to both
beginner and experienced
audiences.
The result:
booking forecasts are on track
to make the mini brochure
cost neutral.
WHY PRECISION CREATIVE AND MEDIA
25 years of experience in the travel industry
Working with clients such as Neilson Active Holidays, Ski Club Great Britain (Ski & Board Magazine), Ramblers Worldwide Holidays
and PGL Schools and Colleges.
Our digital expertise and services
Connect to your target markets, spread your message, source new leads and drive sales potential back to your online presence. We
deliver strategy, design and development, SEO, PPC, Online Advertising, Social, Viral, Email, Mobile Apps, CRM, Digital PR, and Web
TV - all under one roof.
As your strategic partner
We have the expertise and resources to meet your objectives. From setting the strategy to planning, creative concepts, production,
analysis and ongoing review across all touchpoints.
Our integrated service
Ensures that regardless of whether a promotion is client service, media or PR, print, digital or experiential based, each and every one
fits within your plan whilst you benefit from a streamlined process, consistency and cost efficiencies.
Our flexibility and in-house resources
Mean whether you want a strategic proposal or an email template, we can work to your requirements and processes whatever they may
be. We can lead, complement and back-up in-house teams, or plan and execute your complete marketing activity.
Our approach
Is to provide the best quality service and output. We have a passion for making a difference, for finding fresh ways to change
perceptions, raise awareness, spark a response – and for being resourceful and exceeding expectations.
WE OFFER A COMPLETE SERVICE
Branding and Strategy
Integrated Marketing Communications, Digital, Media, Branding.
Creative Design
On and Offline, Concepts, Design, Art Direction, Copywriting, Illustration, Photography, Print and Production.
Media
Strategic Planning, Buying, Research, New Media, Local and National Press, Trade and Consumer. Media
sales for contract publishing clients.
Digital Design and Development
Website Design, Build and Hosting, CMS, SEO and PPC, Content Marketing, Social Media, Online PR, Viral
Marketing, Email Marketing, SMS, Advertising, Online Brand Development, Consultancy.
Event Marketing
Concepts, Design and Print, Venue Sourcing, Exhibition Management, Delegate Management, Online
Registration, AV, Video Production, Voting Systems, Teleconferencing, Webcasts, Podcasts, Road shows,
Catering, Logistics.
Specialist Media
Contract Publishing, Sponsorship, E-learning and CPD, Online Marketing Support.
WE WANT TO HELP YOU…
If you would like to know more information about what we do, or would like to challenge
our team with any brand or communication problem you might have – we’d love to help.