Travel & Leisure: Ski Republic

By

Ski Republic has redefined the French ski market and improved standards in quality and pricing. In a growing industry worth over €6bn (£4.7bn) per season, but which had been defined by poor customer service, old equipment and lack of innovation, Ski Republic developed a volume-based business model aimed at the mass market.
Ski hire is driven by convenience; skiers simply go to the nearest shop once they have arrived at their chalet. Ski Republic used the web as their core distribution channel for delivering smarter ski hire. By offering brand new equipment, a free helmet and insurance and a two-for-one promotional offer, before skiers arrived in their resorts, Ski Republic became the customer’s champion. Ski Republic created a revolution in customers’ behaviour with online booking leaping from 5.5% to 23% and successfully broke the old-world cartel of ski hire.

The violent reaction of some competitors, who responded to a perceived business threat with arson and tyre slashing, had unintended consequences. The crimes were reported on primetime French TV news, increasing positive coverage for Ski Republic.

Sales targets of 45% gross profit, set before launch, were surpassed by 9.4%. Over four times more online sales have been generated for Ski Republic than any other brand, and its launch alone generated a 20% gross profit increase for the Favre Sports Group.

 

Shortlist

Brand – London’s Village Life
Company – VisitLondon

Brand – The Launch of the Premier Inn Brand
Company – Premier Inn

Brand – The Warners List
Company – Warner Bros

 

 

 

 

Sponsor: RJ Design Associates

RJ Design Associates are one of the Midlands leading integrated marketing communications agencies, serving an ever increasing number of companies throughout the UK.

Their range of services includes design, multimedia, marketing strategy, pr, photography, printing and a variety of bespoke online technologies to help maximize their clients business growth potential through well thought out marketing and design campaigns.

2008 saw the move to prestigious purpose built premises and the opening of their new London and Southampton offices. They pride themselves on their high quality of service and great relationships that they have built with their clients. Quality means everything to RJ Design Associates, which is reflected within the team and impressive
print and finishing facilities. Their position within the UK have made them ideally placed for both costs and ease of communications wherever their clients are.

Being passionate about their industry, the Marketing Effectiveness Awards provides RJ Design Associates with an opportunity to help recognise the hard work that is applied by everyone involved.

Range View
Langham Park
Lows Lane
Stanton-by-Dale
Derbyshire
DE7 4RJ
T 0115 944 5428
W www.rj-da.co.uk

Directors
Rob Walker –
Managing Director
Lee Day –     
Company Director
Chris Renyolds –     
Creative Director
Luke Sherwin –
BtoB Communications
Vanessa Burrows –
PR & Strategy
Paul Lebeter –
Brand Management    

Disciplines Marketing, Design
& Communications    

Clients 200
Turnover £1.8M
Established 2000

 

Latest from Marketing Week