The Science and Strategy of Effective Ski Advertising

Flying Horse Communication releases the findings of the first neuromarketing study on ski advertising

BOZEMAN, Mont., Aug. 14, 2025 /PRNewswire/ -- Flying Horse Communication, a marketing and advertising agency with a specialty in "neuromarketing," released the findings for the first study to use neuromarketing—a combination of neuroscience and marketing—to determine brain friendly keys to better ski-related advertising. "This is the first study of its kind," said Murray Steinman, Flying Horse's CEO. "So much ski advertising is undifferentiated and repetitive. We wondered, how can we provide insights that would engage the minds and emotions of the ski industry's target markets."

The study was conducted in Bozeman, MT, a mecca for skiing and other winter sports, and used electroencephalogram (EEG) and biometric measurements including eye tracking, facial coding and electrodermal activity (EDA) to measure attention, emotion, engagement and mental workload to capture viewer responses to video ads. "These measurements, when taken together, enabled us to get a clear picture of what works to make a great ski ad, and what doesn't," said Isaiah Cormier, Flying Horse's Director of Research and Behavioral Science. Cormier, who directed the study, found critical factors related to such things as speed variance and logo usage. "Our study will give tourism boards, resorts, ad agencies, and creative directors keys to making their work more unique and effective."

There are 775 ski resorts in the United States and Canada and 36 states have tourism boards that create ski and snowboard-related advertising that generated approximately $4.6 billion in revenue in 2024.

Flying Horse is uniquely positioned to conduct this study. "Adding 'neuro' to 'marketing' is harder than it looks," said Stephen Genco, PhD, author of Neuromarketing for Dummies and Intuitive Marketing. "Lots of agencies pretend to talk the talk, but only a few have the experience to walk the walk."

The top-line results are now available on a short video: https://www.youtube.com/watch?v=EtCfoTwGX9Y "Our goal is to take the guesswork out of ski advertising," said Cormier. "This study is the first of several we'll be conducting. If you're looking to create ads that engage the brain, stay tuned."

Flying Horse Communication www.flyinghorseagency.com  is a marketing and advertising agency located in Bozeman, MT that has served local, national and global clients for the past 25 years. Flying Horse is one of the few neuromarketing agencies that also does marketing. 

Contact:  Isaiah Cormier, [email protected]  (303) 949-5083

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SOURCE Flying Horse Communication, Inc