The Chill Factore indoor snow centre in Manchester has appointed Brazen to handle its PR.
The venue boasts a 180-metre ski slope but Brazen's brief will be to broaden its appeal as a leisure attraction and tell families that there is more on offer than just skiing and snowboarding.
The Manchester agency is promising stunts and events as part of a range of PR activity that will span traditional, online and social media.
"Chill Factore welcomes over a million visitors a year from around the North West and beyond, and we wanted a PR partner who could capture the excitement of the venue and attracting new visitors," said CEO Morwenna Angove.
Brazen's first task is to launch Chill Factore's new Airboarding activity, where families can zip down the slope on air-inflated boards.
The agency's deputy managing director, Gary Bramwell, said: "Chill Factore is a brilliant family leisure attraction and the North West is lucky to have it in its back yard.
"We intend, through every channel available, to show consumers just how good it is and how much it has to offer other than skiing.”