Ski Scandinavia
Client: Ski Scandinavia
Deliverables: Social Strategy, Art Direction, Copywriting, Paid Social, Reporting
Ski Scandinavia was never about one hero campaign. It was about showing up, season after season, in one of the most competitive travel spaces going and finding smarter ways to win attention, traffic and bookings. The challenge was not only other operators selling Scandinavia, but the wider ski and travel market too. In that environment, social has to do much more than look nice. It has to carve out a point of view, keep the brand visible, and pull its weight commercially. The broader work also included brand identity and website development, which gave the social side even more to build from.
That was where I came in. I was the social lead, with paid very much at the centre, and a big part of my role was making sure Ski Scandinavia felt both distinctive and consistently relevant.
Audience insight, timing, messaging and creative all had to work together. Some of the best-performing thinking came from understanding what winter sports audiences were responding to socially, then turning that into campaigns that could swing between playful and conversion-focused without losing the brand. It was less about one “big idea” and more about creating a 360 paid social machine that kept improving.
Over time, that approach helped the brand grow into the leading UK player in winter holidays to Scandinavia. Advertising efficiency improved year on year, enquiry quality strengthened, cost per enquiry came down, and the business became far less dependent on PPC.