Telegraph

Telegraph Ski and Snowboard Show 2016

Brief:

  • Raise profile of the show through mainstream and core media coverage
  • Support and push ticket sales for the event

What We Did:

With the ‘Ski Show North’ not taking place as it had in previous years, we had to maximise both local and national coverage to get people travelling and ensure high London ticket sales. 

Building on the success of previous shows and with the goal of securing as much print coverage as possible, we prioritised long lead magazines for both editorial and listings opportunities in advance. 

Feedback from previous shows included a ‘lack of family-friendly activities’, so with the 2016 show taking place over half term and with new and exciting family additions (Ice Rink, Kidzania, Kids Corner etc.), we felt it was important to target, and open a dialogue with, family press – mum bloggers for example – encouraging them to push the improved, child-friendly elements of the show. 

We also hosted media throughout the show – from core press to regional newspapers, ensuring that all interview opportunities, show experiences and photo ops were taken advantage of. 

Working with show sponsors, including Eis Haus and Crystal Ice Rink, we were also able to offer media, and their families, immersive VIP experiences to enhance their visit. 

Results:

The event was a resounding success, with over 30,000 visitors to the show – half of whom were visiting for the first time. This was, overall, a 20% increase on the previous year’s show. 

We achieved an increase in coverage of 85% compared to the 2015 show.