Campaigns: Sport - Snow Stars unearths some rising talent

Campaign: Snow Stars Talent Contest
Client: Chill Factor
PR team: Staniforth
Timescale: July-August 2010
Budget: £5,000

Staniforth launched Snow Stars, a search to find the best future skiing and snowboarding talent in the North West, in July.

Objectives

u To reinforce Chill Factor's position as a snowsports centre of excellence

u To attract young people who had never skied or snowboarded before to the centre

u To support British snowsports talent.

Strategy and plan

The Snow Stars competition involved heats to find young people with potential. Eightto 14-year-olds were invited to enjoy a free ski or snowboard session, with the most promising given a further two-day beginners' course with tuition. Qualified instructors charted the success of the youngsters, and the three best skiers and snowboarders were given prizes of free coaching and equipment to get them started.

Measurement and evaluation

The campaign was covered in national, regional, trade, broadcast and online media. Highlights included coverage on BBC Newsround and Granada Reports, and articles in the Manchester Evening News, Whitelines and Love It! magazine.

Results

There were more than 900 requests to book a place on the Snow Stars course during the campaign period and footfall to Chill Factor increased 20 per cent.