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The Challenge
To create a buzz around the newly built South Wilts Ski Club and its infinity ski slope, one of just four in the country and a first in Wiltshire. To create assets including video content and photography for the website, social media and PR activities. We needed quick activation on all fronts in order to maximise visits in the run up to the imminent ski season.
The Strategy
First step - set a launch date and put an embargo in place. The launch date was set one month from us starting the project and, whilst tight, meant that Nick and his team could launch the South Wilts Ski Club in time for the autumn half term. Everything needed to happen before this date including the generation of high quality assets. The South Wilts Ski Club, located in the Wiltshire Hamlet of Bapton, had identified its target audience as living within a 45-minute travel-time radius. The client wanted to target local and specialist media. In view of the time-pressures on local news agencies and the slope’s location and capacity a big, in-person launch event wasn’t feasible. Instead, we crafted a 45-minute digital experience that perfectly aligned with the brief. Through strategic content creation, expert skier endorsements, a compelling webinar, and an exclusive invitation to try the slope, we would deliver an impactful and engaging message to the audience.
"In the digital age, companies often forget the importance of the printed press, TV and radio. We launched the South Wilts Ski Club with a press launch just before the October half term holidays. Within a week, from a standing start, the Ski Club had booked out to capacity for the holidays and a couple of weeks beyond. We were delighted with the response and way that Stephanie and her team at Spring PR managed the process and helped us create photos and video footage to use in the campaign. I would definitely recommend them."
Nick Jenkins, South Wilts Ski Club Owner.
The Tactics
We needed high quality content to give this launch the impetus it deserved. We knew we had to source some of the best in the business to generate video and images. We also needed to target a wide variety of media from specialist, which is scattered around the UK, to local-based media. For this we would employ different activations to resonate with our target media.
The Content
We called upon the expert services of high quality videographer JS Productions and photographer Pete Webb – both of whom we have worked with before and who are great skiers too. They were briefed to capture dynamic footage showcasing the fun and energy of the South Wilts Ski Club. From the instructor in action to ski enthusiasts honing their skills, we ensured every moment highlighted the excitement of the facility. To complement this, we provided the South Wilts Ski Club team with social prompts for creating shorter, engaging content. Once we had the high-quality assets in hand, we organised a Digital Gathering, our proven webinar format. This live broadcast allowed us to seamlessly stream the footage and introduce Nick Jenkins, Club owner, who shared the story behind the creation of the first infinity ski slope in Wiltshire. We invited all media attendees to experience it for themselves and designed a bespoke voucher that was sent to all media.
Our one-minute video, featured on the South Wilts Ski Club website, showcases the facility in its full glory. A version featuring Nick talking about the slope was the centrepiece in our Digital Gathering, giving media and potential collaborators a clear understanding of what an infinity slope truly is and why Nick built it. During the event, Nick personally spoke about his motivation for building the facility and his vision for its future. He then handed over to a ski instructor, who reinforced the facility's credibility and unique appeal. We concluded the gathering with a Q&A session, followed by an exclusive invitation for the media to try the slope firsthand. To ensure a lasting impression, we followed up with digital vouchers and personalised pairs of Darn Tough Vermont ski socks, giving attendees a tangible reminder of the experience. Our press room was packed with assets including the video, images, quotes and the press release.
One minute video used as the centrepiece for the Digital Gathering and for promotional opportunities.
The Results
On launch day the coverage started pouring and consequently the bookings. Journalists that wanted to try the facility had booked an appointment on launch day and we took them through their paces, took pictures and video so that they could publish articles with a personalised angle. Coverage continued to come in with half term week booking out and the following two weeks full to capacity. A month on and coverage is still coming through, fruitful collaborations are looking positive and bookings are continuing to flood in. South Wilts Ski Club has got off to a great start!
"Mr Jenkins was ‘delighted’ with the response to the launch, saying: “It has been brilliant. The phone has been ringing off the hook".
