SKI REPUBLIC
CREATING A CHALLENGER BRAND TO LEAD A CATEGORY.
“Dave turned our business idea from a napkin doodle to a creative platform that presents us as a trusted, dynamic & revolutionary brand.”
Lionel Favre, Favre Sports Chairman
In July 2007, Favre Sports came to Dave with a simple business idea: to revolutionise the ski rental market by offering better service at affordable prices. Our challenge was to develop a proposition and brand that would redefine the ski rental market in France and the UK and fulfill their ambitious business plan.
Dave created Ski Republic, a brand that works for French and English-speaking audiences. Our target audience of young, affluent professionals is very internet savvy, regularly booking travel and shopping online. We used online as our primary communication channel. It’s cheap, targeted and keeps the focus on driving sales.
Dave created both the brand position and identity, and then managed the delivery of the new brand through a fully integrated communications plan.
With expert planning, research and delivery, Ski Republic is now a market leader. Sales targets for the first season were beaten 2 months ahead of schedule and we have won The Guardian’s MediaGuardian Innovation Award and the 2008 Marketing Week Effectiveness Award.
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