World Snow Day (Part 2 of The Triple Play)
Last year, more than 400 locations hosted World Snow Day (WSD) events including a few in the U.S. WSD is organized by the FIS and the program is most popular in Europe. World Snow Day draws attention to snow sports and encourages lessons.
This year, World Snow Day takes place on Sunday, January 21, 2018. The program has been in existence for several years but it always has fallen on Martin Luther King weekend making it difficult for U.S. businesses to participate. This year, it is not. The international event is the weekend AFTER MLK.
On a national level this creates a good follow-up opportunity to the Bring a Friend Challenge Weekend. It also can be treated individually with a Bring a Friend pitch or as a general ”come out and try skiing or snowboarding” pitch.
The purpose of taking part in this international event is to continue generating interest in skiing and snowboarding especially during January – Learn to Ski and Snowboard Month. Participating resorts and shops can register on the WSD web site AND on the learntoskiandsnowboard.org web site for added visibility.
WSD organizers have developed their own toolkit but participating basically means registering your event. Here is a link to World Snow Day:
How Can I Get Involved?
Find out what selected accounts are doing for World Snow Day.
Here is what we are saying to resorts and retailers - Think of World Snow Day as another unique opportunity to focus a promotion in a specific time frame when snow sports will be getting media visibility. It is a chance to reinforce among newcomers the joys of learning how to ski or snowboard.
Resort and retailer partners are asked to celebrate World Snow Day by planning or being part of an event or activity meant to attract newcomers.
For retailers, WSD can be viewed as a selling tool to provide a deal on an equipment-leasing program. The pitch can be “if you learned to ski or snowboard on the Bring a Friend Challenge Weekend, or anytime, then consider leasing your equipment now so you can hone your skills throughout the winter.” Caveat: Most resort beginner learning programs include rental equipment so a leasing program maybe more appropriate for newcomers who have taken lessons and want to hone their skills on their own.
Retailers could consider organizing a trip to a local area that is hosting a WSD event.
Retailers can list their World Snow Day plan – with or without a resort partnership – on the World Snow Day web site. It might be a simple as a special “introduction to skiing or snowboarding” sale or a demo at the shop. LSS(M)/BAF organizers are working closely with WSD to coordinate efforts.
Resorts are asked to develop Learn To or Bring a Friend programs similar in nature to those developed for the Bring a Friend Challenge Weekend.
Another message is to let newcomers know how today’s (rental) equipment makes it easy to learn.
There are opportunities for your involvement depending on the relationships you have with resorts and retailers.
Several research-based PR messages are listed in the Partner Toolkit. These messages are intended to reinforce the reasons newcomers want to learn how to ski or snowboard and mitigate the deterrents that discourage them from doing so. Feel free to use this information.
“Bring Children to the Snow” Campaign
World Snow Day is actually part of a larger FIS program called “Bring Children to the Snow”. The program lends itself more to resorts. Monetary awards are being given this year to the best programs. The URL is listed below.