Special Report: Ski Research
Special Report: Ski Research
March 2009
Welcome to the first Pearlfinders special research report of 2009, on the marketing plans of the top European and North American ski resorts. Following the success of our reports in 2008 we’ve decided to continue publishing them this year.
European ski resorts have been blessed with plentiful snow, bright blue skies and perfect powder, but there’s little cheer across Europe’s top skiing destinations this season. The global economy has visibly affected what would have been the best conditions for years. Moreover, turbulent exchange rates for the Pound Sterling, Euro, Swiss Franc and US and Canadian Dollars have made the annual trip even harder to manage for skiing enthusiasts.
Without the guarantee of similar weather conditions for the 2010 season, and with a strain on budgets, Pearlfinders has been interviewing resort decision-makers about their marketing plans for this year and next.
One thing is common between all those we’ve spoken to: marketing budgets aren’t being cut. Instead, most are refocusing their efforts on new marketing channels, tactics and markets - so implications for marketing agencies are looking positive. Typically, resorts will be forming their marketing plans over the next six months, so outreach to the right individuals, with ideas that hit their areas of interest, seems timely.
We’ve also spoken to a number of businesses that rely on the ski tourism industry, including a skiwear brand, a winter festival operator, and a startup that’s created a sat-nav system for use on the slopes. Whether positioned to families or appealing to a young demographic’s demand for the cutting-edge, these brands are similarly seeking to adapt to new market challenges.
Implications of what these decision-makers discuss will be felt across the travel sector over the coming year, and staying alert to their goals will be key - whether you're a winter sports enthusiast, or chasing new business with the executives we've spoken to. Click below to read the reports.
Europe
USA/Canada
Ski Brands
Sports eyewear brand Oakley has a strong following among skiers in Europe and North America. We gain insights from the Sports Marketing Manager, on the difference between US and UK audiences, planning timescales, and why "funky, vibey and action-orientated" agencies catch his eye.
Dubbing itself the Ryanair of ski rental, retailer Ski Republic set out to revolutionise the market when it launched in 2007. Now, the Managing Director reveals upcoming launch plans for Austria and Switzerland, agency needs, and how his target audiences are changing.
Snowbombing is a week-long winter sports and music festival, organised and promoted annually at the Austrian ski resort of Mayrhofen. It’s grown in popularity since the first was held in 2000 - now, its Business Development Manager discusses how marketing agencies can get involved.
A first in its field, Satski offers a real time, 3D piste map of ski regions - dispensing with the need for paper maps, and allowing users to track their fellow skiers. We spoke to the company’s CEO, as he considers specialist marketing support in preparation for next season.
Founded and managed by Canadian ski champion David Jacobs, high-performance skiwear brand Spyder invests extensively in ATL and BTL marketing initiatives. We profile the decision-makers devising global campaigns.