News Headlines     |     


Long live the printed word
Friday October 12, 2012 - Email this article to a friend

A digital marketing firm asked the ski company Erna Low if they could help with promoting its 80th birthday celebrations through Facebook, Twitter, YouTube and the rest. Instead they were asked to write a book.

With the onward march of the electronic age and bite-sized pieces of information delivered 24/7 it is refreshing to see the printed word in a book is not dead.

Far from it.

This winter the ski holiday company Erna Low is celebrating its 80th birthday after first taking people to the Alps back in 1932. The founder, Erna Low, introduced the concept of the ski package holiday and the chalet holiday.

She went on to run a leading travel company and pioneered many new holiday destinations and travel concepts.

Her life is the story of the British ski holiday as it developed in the 20th Century.

It all started when she placed an advertisement in the Morning Post newspaper on November 17th 1932: "Austria, fortnight, £15 only, including rail and hotel, arranged by young Viennese graduette for young people leaving Christmas."

It was the forerunner of the tour operator package holiday.

She was a 20th Century woman and the current CEO of the company, Joanna Yellowlees-Bound, decided it was far better to celebrate her with a biography rather than a series of tweets.

Good on her we say!

"I am conscious of my responsibility to continue Erna's unique legacy and sifting through thousands of photos, letters and albums has reminded me yet again what an extraordinary life Erna had and I am proud to see this book put on record the achievements of an extraordinary 20th Century lady."

The author and ski journalist, Mark Frary, then set to work.

Erna was an inveterate hoarder and kept her ledgers, adverts, cuttings, photos, lists of guests and everything else. She even started and laid out plans for an auto-biography. There were dozens and dozens of people to interview.

"It was absolutely fascinating researching the life and times of this amazing woman. I never met her but I certainly now feel I have," said Mark as he signed copies of the book at its launch in West London.

"Aiming High; The Life of Ski and Travel Pioneer Erna Low"

Signing ceremoniesSigning ceremonies













Well over 200 invited guests were present from former staff, past and present clients, the movers and shakers in the UK ski industry.

Here at PlanetSKI as the evenings draw in and the winter approaches we look forward to curling up on a sofa and reading about this remarkable woman.

In a 256-page book.

Long live the printed word.

Aiming highAiming high

















For a look at some of the 16mm film that Erna took then see the video below.

Fabulous Smile

For the moment we leave the last word to Erna herself...

"I came over here in 1931 as a young student with ten borrowed pounds in my pocket and bags full of optimism. It just never occurred to me that anything could go wrong - the world was there to be explored and England was a country full of promise and opportunities." 

The book is published on January 1st 2013 but is currently available to purchase pre-publication on the Erna Low web site - see here.

For the spirit of the mountains

Related Articles

FURTHER ROWS AT SKI CLUB GB (Friday November 29, 2019)
AWARDS FOR ESPRIT SKI & SANTA'S LAPLAND (Thursday November 14, 2019)
US indoor slope faces more delays (Wednesday October 30, 2019)
FANCY SOME SKI STATS? (Monday October 7, 2019)
SKI FLIGHT FREE IS LAUNCHED (Thursday October 3, 2019)
UK SKI INDUSTRY EMBRACES GREEN (Monday September 30, 2019)

With thanks to our main sponsors...

Platinum partners

Bronze partners