Directski.com have a deal for you, Kev

 

Directski.com are cutting the price of ski holidays by 30 per cent – to anyone called Sharon or Kevin! They are launching a controversial advertising campaign tomorrow, November 12, in London and Manchester.

Hoardings in the cities and on trains and underground carriages will read: Ski holidays for Shazza and Kev who are no so “hoity-toity” and qualify for the discount which those called Hugo, Spencer, Millie and Binky won’t be getting.

This is the second time that the firm’s advertising has caused a stir. Two years ago they caused uproar when their ads stated their ski holidays were affordable, “even for Geordies”. They came under fire from Newcastle residents, dignitaries and celebrities for implying they were too poor to ski.

And in 2011 the family run ski company took on ski giant Crystal Holidays by publicising a “my dad is bigger than your dad” spat between the two companies, with the help of boxing legend Frank Bruno.

Dublin-based Directski.com’s marketing manager, Neal Collins, said: “From the outset we have the view that skiing is not just for well-heeled Southerners. 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.

“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, 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.”

The company is offering seven-night breaks from £225. See www.directski.com/shazzaandkev for special deal.