Case Studies > PR > Snowlife

The Challenge

• To create an effective and educational PR campaign that would support and raise awareness of the Snowsport Foundation's initiative, Snowlife 'Ride & Slide’ 2005 schools tour, whilst also ultimately promoting skiing and snowboarding as accessible alternative sports for school children.

Our Approach

• The Snowsport Foundation, a registered charity supported by the SIGB (Snowsports Industries of Great Britain), hired Soul Sports to create and implement an effective PR campaign that would gain maximum exposure of the National initiative, the charity and the snowsports industry as a whole, across all media sectors, with particular emphasis on regional and educational media.
  

• The PR campaign, which focused on three key timelines, including long-lead (pre-event), short lead (pre-event) and post event, used simple yet effective and credible tactics to communicate all major elements of the initiative, which included demonstrating the accessibility, enjoyment and satisfaction of all forms of snowsport.
  

• As the Snowlife 'Ride & Slide’ 2005 Schools Tour is a nationwide initiative, the PR team integrated an extensive regional media campaign into the overall PR plan, with a key feature of the campaign including utilising the Snowlife 'Ride & Slide’ 2005 team of athletes as well as additional national and local ‘activists’ in media relations, to further promote the tour. In addition, higher profile and award winning British snowsport athletes as well as key SIGB spokespeople were utilised to assist in gaining further exposure for the initiative in the National and educational press.

• Additional straightforward PR tactics, including competitions and promotions were also set-up in local and regional media to highlight that the tour would also be providing over 1200 free introductory lessons at partnering slopes in their area as well as repeat visit discounts at their local slope and at local snowsport retailers, to assist in increasing awareness as well as encouraging further increased participation and the creation of next generation enthusiasts to the sport.

Results

• An editorial value of the coverage generated as a result of the PR campaign created for the Snowlife 'Ride & Slide' 2005 Schools Tour, was estimated at over £91,000.

• Examples of the titles in which quality coverage was achieved for the tour included, Times Education Supplement, Guardian Online, Hallam FM, BBC Kent Online, ITV West Country, Sheffield Star, Whitelines and ifyouski.com, to name just a few.

• View 8 samples of exposure
  

Client Quote

• Paul Hallinan, President of Snowsport Industries of GB (SIGB) "The SIGB our proud to be associated with such a professional and dedicated management team. The production and execution of our schools tour has been outstanding,both myself and all other SIGB committee members are looking forward to working with you again on our next project"