Product category:
Experiential marketing
News Release from: Sledge | Subject: brand experience
Edited by the Marketingservicestalk Editorial
Team on 31 October 2007
Sledge to create 80s experience at ski
show
Metro, the urban national newspaper, has appointed Sledge to create a retro brand experience for the annual Ski and Snowboard Show, being held this year at Olympia, London, on 24-28 October.
As the primary sponsors of the show, Metro tasked Sledge with creating a consumer experience that would leverage this positioning With two months to develop the experience, the Sledge team has created a giant 'Iglu' structure, inside which consumers are encouraged to dress up in retro ski wear for a complimentary 'green screen' photo shoot
Visitors will leave with a postcard style photograph, superimposed to show them and their friends on a fun, snow scene background.
Promotional staff will also wear retro ski wear, encouraging consumers to engage with the Iglu environment.
Sledge will also be creating a chill-out area filled with beanbags for visitors to relax to the accompanying 80s soundtrack.
The show expects 50,000 visitors across the five days, building on last year's 43,000.
Sledge sales and marketing director, Ian Irving, said: "We wanted to create an experience for Metro that was highly engaging, good wholesome fun, and that didn't take itself too seriously.
"It was important to promote the lifestyle aspects of skiers and snowboarders, and we have captured the essence of the Metro brand through this".
Zoe Dando, marketing director at Metro, commented: "This year we were really keen to develop our involvement and presence at the ski show, and Sledge came up with a range of great ideas aimed at engaging our readers in this environment.
"There are also opportunities for engaging readers beyond the show, by encouraging them to log on to metro.co.uk and voting for the funniest picture of the event".
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