"bgb's creative work put Namibia on the map for UK travellers in a matter of months"
Tom Buncle, Managing Director, Yellow Railroad
Mad Dog Ski - the 2008-9 season
Mad Dog Ski - the 2008-9 season
The Challenge
To improve awareness of the Mad Dog Ski brand and position Kate Whittaker as a ski specialist
The Solution
Last season, we launched the new Whistler guide and distributed and sold in information to key ski writers and travel journalists. Furthermore, we worked with the PR team in Whistler, providing UK media with copies of the guidebook at the opening of the new Peak2Peak Gondola in the resort.
The Results
During the season, we achieved over 25 pieces of coverage in national newspapers (including the Daily Mail, The Mirror), specialist publications (for example Ski and Board, Junior Magazine) and online outlets (such as TravelMail, Coutts Woman and Lawandmore.co.uk).
We have continued to position Kate Whittaker as a ski specialist, providing feature hooks and content in key titles, for example a chalet round-up in London Lite and a budget ski feature and round-up in Reveal Magazine. We secured a weekly Mad Dog Ski column in Metro, providing them with ideas for themed pieces, such as what's new, seasonal offers and unusual destinations.
