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.
After research revealed that people in the North East of England were the least likely to ski, Directski.com kicked off a campaign with an ad guaranteed to cause a stir. Using the strapline 'Join the ski revolution', the controversial execution starred co-founder Anthony Collins and promised to make skiing cheap enough for everyone - 'even Geordies'.
Directski.com targeted commuters in London and Manchester with ads on bus and rail routes, and in newspapers such as Metro, London Evening Standard and Manchester Evening News, to maximise the likelihood of sparking a reaction.
The ensuing outrage resulted in the company owners being invited to explain their case to the national media, with coverage in the Daily Mail and Mail on Sunday, and on BBC TV show Watchdog.
The publicity generated curiosity about what the site could offer skiers, and holiday searches increased by 138% as a result.
Year-on-year traffic to Directski.com has increased 18%. Bookings have also risen significantly. During the campaign period, year-on-year sales were up 47%, while sales for the entire ski season are 33% ahead of last year. These figures are even more impressive, considering the overall ski market is in decline.
Also shortlisted for SME marketing: DeviliShh