Challenger brand Directski.com's competitive prices and no-nonsense tone of voice had already won over plenty of cash-strapped skiers since launching in 2000. However, last year it decided to move away from a reliance on price promotions and build the brand allegiance needed to drive profitable sales in the immediate term, which meant it was time to develop a more emotional brand mission. The small Irish company, run by two brothers, decided to start a revolution - fighting for affordable skiing for all in a way that would attract maximum attention on a limited budget. We met with Ben Biboul, MD and Partner at Karmarama who collected the award at our Awards for Excellence on behalf of Anthony Colins, CEO, Directski.com...

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