Case Study

Snowdome was a client of mine when I was engaged by Golly Slater Brooker in Birmingham, It represents one of my few departures from technical and industrial public relations.

I was tasked with generating press coverage in skiing and travel magazines for Snowdome which operated the only real-snow indoor skiing centre in the UK.

I needed an attention grabber to introduce myself and Golley Slater Brooker as PR consultants representing Snowdome. We purchased some small plastic bottles and half filled them with water. We placed a label on each stating that the bottle contained a sample of real snow from Snowdome. It broke the Ice beautifully, and practically every time I spike to an editor they remembered the sample snow

I also sent a bottle of Snow to Les Ross who was drive time presenter on Birmingham’s BRMB Radio. He spoke about it for five minuets at peak listening time so I decided to try and lever as much from it as possible. I sent him messages throughout the day alluding to the possibility that Snowdome may just have a competitor. The next morning, I took off to Tamworth first thing to pick up a cool box full of snow that I took to BRMB with an Action Man Skier all on a big tray and a set of instruction for Les to set up an indoor real snow ski slope of his own.

To his absolute credit Les played up to it spent about twenty minutes talking about the stunt with liberal mentions of Snowdome and culminating on a snowball fight in the studio. Which I assume he and a colleague acted out.

I have included this to show that, although technical and industrial content is my main passion, I can turn my hand to other sectors and think outside the box.

SNOWDOME