Effectiveness 08 - Marketing Week

39 MWEA_BOTN_TRAVEL_p39_tpw:Layout 1 3/10/08 16:50 Page 77TRAVEL AND LEISUREWINNERSki RepublicFavre Sports GroupSHORTLISTBRAND London's Village LifeCOMPANY VisitLondonBRAND The launch of thePremier Inn brandCOMPANY Premier InnBRAND The Warners ListCOMPANY Warner BrosSki Republic has redefined the French ski marketand improved standards in quality and pricing. In agrowing industry worth over €6bn (£4.7bn) perseason, but which had been defined by poorcustomer service, old equipment and lack ofinnovation, Ski Republic developed a volume-basedbusiness model aimed at the mass market.Ski hire is driven by convenience; skiers simplygo to the nearest shop once they have arrived attheir chalet. Ski Republic used the web as their coredistribution channel for delivering smarter ski hire.By offering brand new equipment, a free helmetand insurance and a two-for-one promotional offer,before skiers arrived in their resorts, Ski Republicbecame 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 cartelof ski hire.The violent reaction of some competitors, whoresponded to a perceived business threat with arsonand tyre slashing, had unintended consequences.The crimes were reported on primetime French TVSki Republic created arevolution in customers’behaviour with onlinebooking leaping from5.5% to 23% andsuccessfully broke the oldworldcartel of ski hirenews, increasing positive coverage for Ski Republic.Sales targets of 45% gross profit, set beforelaunch, were surpassed by 9.4%. Over four timesmore online sales have been generated for SkiRepublic than any other brand, and its launch alonegenerated a 20% gross profit increase for the FavreSports Group.The 10th Annual Marketing Week Effectiveness Awards 77