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 cross-

country 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 industryWorking 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 servicesConnect 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 partnerWe 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 serviceEnsures 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 resourcesMean 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 approachIs 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 StrategyIntegrated Marketing Communications, Digital, Media, Branding.

Creative DesignOn and Offline, Concepts, Design, Art Direction, Copywriting, Illustration, Photography, Print and Production.

MediaStrategic Planning, Buying, Research, New Media, Local and National Press, Trade and Consumer. Media

sales for contract publishing clients.

Digital Design and DevelopmentWebsite 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 MarketingConcepts, Design and Print, Venue Sourcing, Exhibition Management, Delegate Management, Online

Registration, AV, Video Production, Voting Systems, Teleconferencing, Webcasts, Podcasts, Road shows,

Catering, Logistics.

Specialist MediaContract 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.