ClickZ Winter Sports Newsletter - 10.03.2024

PLUS: Ikon Pass Upgrades You’ll Want to Know About This Season

Author

Marina Mouka
October 03, 2024 • Estimated Reading Time: 6 minutes

Specialty Bites 🍪

Snowbound Expo 2024 in Boston will feature over 170 brands and resorts, interactive family activities, and an all-star lineup of speakers, including Olympians and record holders. The event, from November 15-17, offers discounted tickets and numerous opportunities for snow sports enthusiasts to prepare for the upcoming season.

Rossignol has once again proven its dominance in the winter sports industry with the introduction of the Sender Soul 102, which has swept the Best in Test awards for the 2024-25 season. Drawing from the legacy of the iconic 7 Series and the Soul 7, the Sender Soul 102 combines the accessibility of its predecessor with the modern freeride DNA of the Sender Free 110. This innovative blend has earned it top honors in SKI, Outside, Powder, and Freeskier, making it the leading all-mountain wide ski in the 100-110mm category.

The success extends to its women-specific counterpart, the Rallybird Soul 102, which also secured the Best in Test title across the same publications. Nick Castagnoli, Brand Marketing Director for Rossignol North America, emphasized the game-changing impact of the original Soul 7 and the brand's commitment to enhancing performance while maintaining accessibility. The new Sender Soul 102 aims to elevate the skiing experience for all levels, a goal that appears to have been achieved.

Rossignol, under the leadership of CEO Vincent Wauters, continues to innovate and lead in the winter sports market. With a rich heritage and a commitment to excellence, the brand remains a cornerstone in the industry, offering a wide range of products that cater to both elite athletes and amateurs alike.

Ikon Pass holders will enjoy new lifts, expanded terrain, and enhanced amenities across 50 global destinations this winter. Improvements include 28 new lifts, new lodges, better snowmaking, and increased parking. These upgrades aim to enhance the skiing experience, reduce congestion, and provide more accessible and enjoyable mountain adventures.

Peak Performance, a renowned Scandinavian outdoor apparel brand, has launched in the U.S. market. Known for its innovative and stylish ski wear, the brand will offer its 2024 Ski Collection online. This expansion aims to meet the growing demand for high-performance, eco-friendly outdoor gear in North America.

The National Ski Areas Association (NSAA) has appointed Mike Reitzell as its new President and CEO. Reitzell, with over 20 years in the ski industry, previously led Ski California. He will oversee NSAA's operations, including government relations, public relations, and member education, starting after a transition period.

Editor’s Pick 🌟

New guide reveals that Google Discovery is best for ROAS at low spend, whereas Performance Max delivers results at scale. To optimize performance in Google, brands should: 

  • Invest in Performance Max, which comprises ~24% of budget on average and supports increased scale at similar performance. 

  • Leverage Google Discovery for potentially strong ROAS, especially at lower spend levels. 

  • Consider Google Shopping as a middle-ground option, offering good ROAS potential with more scale than Discovery. 

This research was put together by Fospha, EMEA's leading marketing measurement platform. Fospha has $1bn spend under measurement across 150+ of the world's best eCom brands, including Free People and Gymshark. They've assembled a guide of the best Google channels & strategies to lead brands into H2 - you can read this here. 

Performance Platters 🍽️

Brands are leveraging holistic video strategies to engage consumers across multiple platforms, driving full-funnel business outcomes. By utilizing first-party data and diverse video channels, companies like PepsiCo and Lexus achieve significant increases in brand awareness, consideration, and conversions. Amazon Ads exemplifies this approach, offering expansive opportunities for advertisers.

DMEXCO 2024 showcased AI's practical applications, retail media's growth, and the shift to cookieless solutions. Key trends included AI-driven transformation, the rise of retail media, and the importance of first-party data. The event emphasized collaboration, transparency, and the evolving landscape of digital marketing, highlighting innovation and future opportunities.

Brand websites remain crucial for the golden quarter, driving engagement and sales, according to Visualsoft's research. While social media is growing in importance, targeting the right consumers is essential. Newsletters and nostalgic Christmas ads also play significant roles, with nearly half of consumers driven by nostalgia.

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