ClickZ Winter Sports Newsletter - 09.19.2024

PLUS: Milan And Cortina D’Ampezzo Gear Up For The 2026 Winter Olympics. What To Expect From Italy?

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ClickZ
September 19, 2024 • Estimated Reading Time: 6 minutes

Specialty Bites 🍪

The North Face's new ad campaign, "We Play Different," celebrates its connection to extreme sports, featuring freeclimber Alex Honold. The campaign contrasts with consumer-focused rivals, emphasizing natural settings over stadiums. This platform will guide future brand communications, reinforcing their "Never Stop Exploring" message.

Artificial intelligence is making its way into ski resorts, helping fill in where human staff may be limited. Mike Lannen, founder of Burlington’s Eternity, shares how AI tools like ChatGPT, Claude AI, and Bland AI are being used to handle tasks such as creating marketing content, analyzing data, and even managing customer service calls. Instead of reaching a voicemail, for example, guests might be greeted by an AI assistant like Bland AI.

Lannen, who has been in Vermont for 25 years and is a digital marketing expert for the ski industry, is now offering AI bootcamps to help resorts adopt these technologies. His sessions, starting on Sept. 26, will guide resorts in using AI to improve efficiency and save time.

According to Ski Area Management Magazine (SAM), about half of surveyed ski resorts are already using AI for tasks like customer communication and content creation, but many are still uncertain. Lannen’s bootcamps aim to provide practical insights and tips on how to incorporate AI into everyday operations.

For resorts that haven't yet embraced AI, now is the time to explore its potential. AI is becoming an essential tool, designed to make operations smoother and more efficient.

The 2026 Winter Olympics will be co-hosted by Milan and Cortina d'Ampezzo, marking the first time two cities share the event. Running from February 6 to 22, the Games will feature sports like skiing and ice hockey. Expect stunning venues, great food, and a memorable Italian experience.

Image: K2 Skis

K2 has unveiled its 2425 ski and boot collection, featuring innovative designs like the Omen freestyle ski and Reckoner KF pro model. The new range includes sustainable BioResin Algae construction and expanded BOA technology in boots, promising enhanced performance and comfort for all skiers. Available autumn 2024.

Performance Platters 🍽️

Fospha's latest report, "The State of E-Commerce H2 2024", reveals crucial trends that will shape your marketing strategy. What's inside:

  • 📱 How the major platforms' KPIs have trended in 2024, and where you should be investing. 

  • 🚀 How to access Paid Social's huge scaling potential. 

  • ✨ The most effective Google channel of 2024.

  • 🎯 Full-funnel strategies for Meta, TikTok and Snapchat

Let's break down the platform-specific insights: 

  • TikTok: Emerging as a powerhouse for efficient new customer acquisition 

  • Meta: Maintaining strong performance with competitive CAC 

  • Snapchat: Experiencing rapid growth, particularly effective during peak shopping periods 

"These findings underscore how impactful platforms like Meta, TikTok and Snapchat continue to be for driving sales - yet how underinvested they remain. It's incredible to see that brands can triple spend in Paid Social before becoming unprofitable. Success now lies in diversifying across the entire funnel, understanding the nuances of each platform, and continuously optimizing to unlock more scaling potential." 

Jamie Bolton, VP Growth at Fospha

WPP and Coca-Cola topped the 2024 Cannes Lions creative charts, with Coca-Cola winning 17 awards. WPP was named Creative Company of the Year. Heineken and Apple followed in the rankings. The United States was the most creative country. The LIONS Creativity Report highlights impactful creativity driving growth.

Shopify partners with Roblox to integrate in-game shopping, allowing brands to sell physical items directly within the game. This collaboration targets Roblox's 80 million daily users, with a full launch in 2025. Shopify's president highlights the endless possibilities, emphasizing the future of immersive commerce in the digital world.

Ad spend in 2024 is set to rise, driven by retail media, value-based messaging, political ads, and CTV monetization. The IAB projects an 11.8% increase, with retail media leading due to high CPG and beauty spend. AI in search could further boost Q4 advertising.

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