The Snowsport Industries of Great Britain (SIGB), the body that
represents the UK’s snowsport retailers and manufacturers, has hired
Generation Associates to raise awareness and drive up sales. The agency
won a pitch for the SIGB account against the incumbent, Manchester-based
Media Contact Services.
’Our job is to build awareness with consumers, which is very poor,’ said
Mary Killingworth, director of Generation. One and a half million adults
in the UK go skiing at least once a year. The growing popularity of
snowboarding is boosting sales at the youth end of the market.