Ski holiday company Directski.com has launched a rather unusual discount offer for its holiday packages this winter.
The low-cost ski operator is offering a bumper 30 per cent discount to any holidaymakers called Sharon or Kevin.
Any keen skiers lucky enough to have these names can benefit from the discount by visiting directski.com/shazandkev and booking before November 30.
The rather unusual offer is part of Directski.com’s new advertising campaign, one which is aimed at bringing skiing to the masses and proving that it’s not simply the exclusive preserve of the well-off.
“From the outset we have taken the view that skiing is not just for well-heeled Southerners,” said Neal Collins, Directski.com’s marketing manager.
“My colleagues and I are passionate skiers and our aim is to bring skiing to the people, with affordable prices. In doing so we’re also breaking down cultural taboos and some of the myths about skiing.”
While the discount offer and accompanying advertising campaign, under the headline “Ski holidays for Shazza and Kev” could be taken the wrong way by some people, Directski.com claims it is all tongue-in-cheek.
“I suppose this year we are taking a bit of a pop at the posh, but most people will take the adverts in the spirit in which they’re intended,” added Mr Collins.
“Though I appreciate we may get a drop in bookings from people called Hugo. It’s not our intention to alienate, just to bring skiing to the masses.”
This is not the first time that Directski.com has courted controversy through outspoken marketing campaigns.
In 2010, the company was heavily criticised for claiming that its ski holidays were “affordable for all… even Geordies.”
Directski.com immediately came under fire for the campaign, mainly from Newcastle residents and local politicians, for perpetuating a stereotype.
“This is a disappointing and outdated southern impression of Geordies which is still prevalent,” said Martin Callanan, MEP for the North East of England.
Newcastle City Council was quick to point out that many Geordies take ski holidays, just not with Directski.com.
