Where to Find the World’s Softest Snow for Inghams Ski
Using data-led Digital PR and expert insight to help Inghams Ski own the conversation around the world’s best powder snow destinations.
Inghams Ski wanted to own a high-intent moment in the holiday planning journey by helping skiers choose destinations based on snow quality, not just popularity. We created a first-of-its-kind Powder Snow Index, using meteorological expertise and resort data to identify where travellers could find the best conditions. The result was a distinctive Digital PR campaign that earned global coverage, strengthened search visibility and helped drive commercial impact at a crucial booking period.
What we did
Data-Led Campaign Strategy
Research & Index Development
Expert-Led Content Creation
Search Visibility Optimisation
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Pieces of coverage
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High-quality backlinks
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YoY increase in ski category visibility
The challenge
Ski travel content is crowded with subjective recommendations, reputation-led rankings and forum debate. For Inghams Ski, that created an opportunity – but also a challenge. To stand out, the campaign needed to turn a highly debated topic into something credible, useful and newsworthy. It also had to land during a short and competitive travel planning window, with enough authority to influence both media coverage and real destination consideration.
Our approach
We partnered with meteorologist Jim N. R. Dale to define the conditions needed for consistent powder snow, then analysed more than 120 ski resorts across 13 countries using peak winter data. This became the Powder Snow Index: a clear, expert-backed content asset designed to inspire travellers and answer a question no one else had answered with authority. We supported the onsite hub with targeted UK and international Digital PR outreach, using bold rankings and standout results to spark interest, debate and coverage.
The impact
The campaign exceeded every major target, delivering 93 pieces of coverage and 32 high-quality backlinks, while increasing ski category visibility from 1.47 to 1.91. It also helped improve rankings for key commercial terms including “ski holidays” and “ski package holidays”, showing that an insight-led PR campaign could drive both brand authority and booking-stage search performance.
"This is a fantastic result for the team. The impact of this campaign has been incredibly valuable to our ski offering, delivering meaningful visibility and engagement. We’re excited to see what else we can achieve together."
