Skiing free with HH

The Challenge

Working with global skiwear brand, Helly Hansen, we needed to design a campaign to bring to life the key messages and initiatives for the brand, including:

• The best new ski clothing from the brand’s latest collection – obviously a chance to put it to the test!
• Ski Free – what it is, how it works and the resort includes
• International Ski Patrol Day (ISPD) – a celebration of the amazing heroes of the ski slopes, with insight into their daily roles and responsibilities, what training they undertake and their experiences
• Trusted by Professionals – how and why HH works with some of the world’s best ski athletes and professionals

The Solution

We created an exclusive four-day immersive press trip hosting specialist ski and national media at Helly Hansen’s new French partner resort, Les Menuires, with specific days and activities focused on bringing Ski Free, ISPD and Trusted by Professionals messaging to life.

Reinforcing the “Trusted by Professionals” message, we invited HH ambassadors, Warren Smith and Aurélien Ducroz, to support the group with the Les Menuires ski patrol team for a day. We were also had the brand’s Category Manager for Ski in the resort, giving everyone the chance to ask questions, discuss the development process and how the brand designs and makes the kit, season on season.

During the trip, the media get the best possible opportunity to live and breathe the HH lifestyle, with opportunities to ask questions, see the work in action and test the kit with some of the world’s top athletes.

The Results

We took six top-tier national and ski journalists for an immersive, VIP ski trip in one of Helly Hansen’s newest Ski Free resorts – covering x11 different UK titles, resulting in x19 branded editorial articles, with more to come!

All articles showcased and celebrated the brands key messages, including the Ski Free initiative, celebrating the heroes of our slopes and creating excitement ahead of International Ski Patrol Day and reinforcing Helly Hansen’s “Trusted by Professionals” – further amplified with HH ambassadors and global team members in attendance.

The Les Menuires media trip generated immediate buzz & coverage across both specialist and national media, building on the experiences and on-site opportunities with media. Access to skiing with our pros was a highlight, with everyone learning from them and documenting their experiences with our pros.

 

Photo credits: Olly Bowman / Helly Hansen