Not all heroes wear capes

The Challenge

Helly Hansen is the leading ski brand for clothing around the world. Each year, we are given a brief for the Winter season, highlighting key objectives - and for the 2021 and 2022 seasons, it was to strengthen the brand’s awareness and perception as a leading ski brand and give meaning to the “Trusted by Professionals” message, whilst showcasing the AW22 collection and giving reason for consumers to purchase.

The Solution

We organised packed schedules on the slopes for our top-tier snow sports and national media in the Glenshee resort in Scotland, UK (March 2022) and a second group to Verbier in Switzerland (January 2023). The aim of both trips was to showcase the roles of ski patrollers, sending them out with the team to perform their duties, understand more about their daily responsibilities and give them the opportunity to interview individual team members.

We spent the day with ski patrollers from Glenshee and Verbier 4 Vallees where the group joined them for early morning avalanche bombing, opening sweeps, a mock rescue event and transceiver avalanche training, followed by an afternoon skiing the top spots of the resort with the patrollers, and taking part in the closing sweeps at the end of the day. We also allowed time for 1-2-1 interviews, which all journalists took advantage of!

A local photographer joined us for the day which enabled us to capture some great shots for the journalist’s articles, and for HH to use across their own channels.

The Results

Across both the Verbier and Glenshee trips, attending media including The Independent, The Telegraph, Ski+Board, Mpora, Planet Ski, Advnture, Fall-Line, National Geographic Traveller, InTheSnow, Skier & Snowboarder and Daily Mail.

Both trips generated results beyond expectations across social, print and online with many journalists securing multiple features and kit reviews.