World Snow Day Case Study Alla pรฅ snรถ
Acknowledgements This case study would not be possible without the assistance of the The Swedish Ski Association. The World Snow Day team would like to especially thank Charlotta Burger Backstrรถm, Sofie Torlei Olsen Matilda Rignell, all participating ski resorts, ski clubs and volunteers who help make these events possible.
Alla pรฅ snรถ organizing committee!
What is this Case Study? This case study - along with others - has been developed to communicate the best practices of World Snow Day Organisers. Each of the case studies looks at various aspects; who the Organiser is, the type of event they staged, the special activities they conducted and the media they have engaged. It is the hope that the information contained in this document will help inspire more Organisers to create events. Existing Organisers can also benefit from this document to help improve their current events.
Smiles were the order of the day
Contents Pages Introduction
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Location
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Title of Event
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Organiser(s)
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Implementation
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Event Aim
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Number of Days
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Number of Participants
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Event Description
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Special Activities
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Media Engagement
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Engagement of Schools
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Partners
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Event poster used throughout the projects
Introduction
Location(s): Throughout Sweden Title of Event: Alla på snö Organizer(s): Svenska skidförbundet (Swedish Ski Association) Swedish Ski Association, SSF was formed December 11, 1908 in Sundsvall and headquartered in Falun and an office in Åre. SSF is a member of the Swedish Sports Confederation, RF, Swedish Sports Movement Studieförbund, SISU, the International Ski Federation, FIS. SSF’s governing body is the Congress, the extra Federation meeting and the national executive. SSF’s advisory body is Parliament Ski and Ski Council. Federation meeting held in even years and the ski thing odd years. SSF has the task of promoting and managing ski and snowboard sports in Sweden in such a way that they follow the Swedish sports movement’s mission and represent their sports abroad.
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Contact Information: Svenska Skidfรถrbundet Riksskidstadion 791 19 Falun Sweden Tel: +46 023 874 40 Email: info@skidor.com Website: www.skidor.com/allapasno
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Group warm up
Implementation
Event Aim: To provide everyone in Sweden an opportunity to experience snow sports Number of Days: 1 day event Number of Participants: 1st Edition of World Snow Day: 2500 2nd Edition of World Snow Day: 4600 3rd Edition of World Snow Day: 5000 4th Edition of World Snow Day: 2000 (shift to new structure) 5th Edition of World SNow Day: 3000 Event Description: The Alla på snö World Snow Day is part of a multistage event. For the day event organisers construct a series of small events in Stockholm to try snow sports. Ski and snowboard instructors from local resorts provide participants free alpine, snowboarding and cross-country lessons. Additionally, discounted ski passes are provided for children up the age of 14. Free product demonstrations, free prizes, giveaways and live music or DJ’s are also organised. Whilst the event used to stage multiple locations on the day the shift to one location has proved to be more successful. The focused action provides a better quality event and larger exposure throughout the media.
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First time on a snowboard
Group shot of some participants
Special Activities: The primary special activities for the event are: • • • • • • • •
Free ski and snowboard use Free ski and snowboard lessons Free entry tickets Free accommodation Free transport Free gifts and prizes Discounted ski passes Discounted food and drink
Media Engagement: Strategy: The Alla på snö organizing committee utilized a national media strategy. Before the event: Organisers engage national television networks, radio stations and newspapers. For written media, a press release is distributed two weeks prior to the event. For visual mediums - such as television - reporters are asked to film a piece on themselves trying snow sports. This is a cost effective idea and generates a great story. During the event: Social media is predominantly used. The medium is easily accessible an can provide high reach in a short space of time. The Organising Team kept to four platforms; Facebook, YouTube, Twitter and Instagram. The hashtag #allepasno was established and people are asked to add this to their posts. The benefit of the hashtag is that it makes following social conversations easy for the public and Organisers. After the event: Immediately after the event a press release is issued. The press release contains information on Alla på snö events as well as future actions. The release is posted on the official website and pushed to the media by email. lease contained information on future Alla på snö events to continue media interest. Kids enjoy the cross country games
Engagement of Schools: Alla på snö events continue throughout the season. These partner with FIS SnowKidz and are specifically designed for schools. The World Snow Day events serve as a beginning for events later actions. Moreover the successes of World Snow Day are communicated to schools to increase participation. Partners Strategy: Alla på snö’s partner strategy is to work with local partners. This strategy proves successful as local partners are usually looking to gain exposure to local markets. The following partners participate in the Alla på snö World Snow Day events: ICA – Financial assistance Vattenfall – Financial assistance Skistar.com – Venue and event organisation assistance
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Making new friends
World Snow Day Case Study - Alla på snö CH-3563 Oberhofen/Thunersee (Suisse) Marc Hodler Haus Blochstrasse 2 Tel +41 33 244 6161 Fax +41 33 244 6171 worldsnowday@fisski.com www.world-snow-day.com President Gian Franco Kasper Secretary General Sarah Lewis Executive Editors Andrew Cholinski and Charlotta Burger Backstrom Graphical Concept / Layout / Print Andrew Cholinski and M.A.D Designs Copyright No articles may be reproduced without identification of the source (Copyright: FIS). The FIS logograms and World Snow Day logo are registered trademarks of FIS. FIS wishes to thank all its members and partners for their contributions to this publication. Without them this would not be possible Photo Credits Alla på snö