The Canadian Rockies Academy is a ski and snowboard instructor training course in Canada for people who are committed to becoming a winter sport instructor - providing qualifications that are recognised worldwide.

The Brief

We worked with the Canadian Rockies Academy and The Academy of International Sports to help drive awareness of their 11 week Ski and Snowboard Instructor training courses, held in Jasper, Alberta.

We were asked to engage university and school leavers and promote and raise awareness of this opportunity to become a ski and snowboard instructor. We were then tasked with delivering and developing the campaign over a 12-month digital and social strategy.

What We Did

We redeveloped their website, created a blog that feeds the new website with fresh content, created Facebook, YouTube, Twitter and Flickr accounts and developed an editorial / content calendar that gives shape to all the activity.

We recreated the website’s sign and enquiry forms to sit on a bespoke Facebook tab and established an ongoing Facebook advertising campaign that drove fans to those enquiry forms.

We later used this social activity to keep in touch with course delegates throughout their stay in Jasper, and collected content from the course (including videos, images and blog entries) to market 2012′s course, which was the company’s best selling course ever.


  • Facebook page growth of more than 2000 likes within 6 months
  • Over 8,000 blog views
  • A 300% increase in course enquiries