Horton Ella Marketing designed, introduced and implemented the MILO in the Snow program in the NSW and VIC snowfields. The program was targeted at school children to assist them in learning how to ski with professional ski instructors providing lessons every day of the snow season.
To complement the MILO in the Snow programs HEM implemented the following infrastructure items to increase brand exposure for MILO:
• MILO free standing banners
• MILO branded meeting place
• MILO vending machine
• MILO ski tunnels
• MILO ski lift signage
• MILO on-can promotions
• MILO branded stickers, sharpeners, erasers, pencils etc.
To assist in the uptake of hot MILO during winter, HEM developed a MILO trailer that toured around the snowfields giving away free samples of hot MILO.
Prior to MILO in the Snow, summer sales were substantially higher than winter sales, but once all of HEM’s initiatives were implemented, winter sales of MILO increased dramatically and overtook summer sales figures.
Milo’s relationship with the NSW and VIC snowfields has been deemed by many as one of the most successful Australian snow sponsorships ever, with over 20,000 children participating in the ‘Milo in the Snow’ programs every season.