INTERSPORT SKI HIRE
Sell snow to eskimos?
Well not quite, but our challenge with Intersport was to sell ski hire to the people that already knew loads about skis, skiing, resorts… they were seasoned pros but usually in charge of the booking of the holiday, hire and equipment.
As part of a small team (of two!) we delivered a full 360 degree online marketing campaign. With the social media strategy I developed a variety of brand and content pillars that would pique the interest of skiers, stroke their egos and sell the USPs of the product, positioning the brand as a must have for the best high performance ski experience on vacation. This included producing blog posts, interviewing influencers and journalists, curating and creating images and assets for social.
The most successful, yet simple activation was 'guess the resort'. Each week we'd crop a ski map and ask Facebook fans to guess where it was. This challenged their knowledge, pitted fans against each other and created a natural, high organic reach with fans, lots of banter and a positive brand experience.
Our marketing campaign revolutionised the companies share in the UK market and their revenue between 2012 and 2014 increased by 112%.
Brand: Intersport Ski Hire. Agency: All Conditions Media.
