London, England -- (SBWIRE) --11/25/2011 -- EssentialTravel.co.uk is pioneering a new policy discount to encourage skiers and snowboarders to wear helmets on the slopes to launch as of 21 November 2011.

As part of its "Use Your Head" campaign EssentialTravel.co.uk will be working with mountain sports retailer Ellis Brigham and brain injury association Headway to educate skiers and snowboarders about the importance of head protection this season by offering a 15% discount to those willing to wear helmets.

EssentialTravel.co.uk is also offering a 10 per cent discount on helmets in store or online at Ellis Brigham to every customer who buys winter sports cover. These discounts were prompted after 75% of EssentialTravel.co.uk's customer base admitting they would wear a helmet if a discount was levied against policies.

The leading travel insurance provider has also enhanced its winter policy this year to ensure better cover for ski equipment, piste closure and ski packs.

The Use Your Head campaign was originally launched last year after 40% of Essential Travel's ski and snowboard customers said they would not be wearing a helmet despite 75% admitting to suffering an accident on the slopes that was serious enough to warrant medical assistance.

18.2% surveyed after the Use Your Head initiative last year said they wore helmets for the first time last year.

Stuart Bensusan from Essential Travel commented:"Following the initial success of our inaugural campaign last year we've decided to take serious action and lead from the front by being the first insurance specialist to offer discounts to skiers and snowboarders willing to wear helmets.

"An alarmingly high percentage of people are still intent on not wearing helmets and the reality is they save lives."

"Our survey showed over 65% of those individuals in a ski related accident believed that wearing a helmet lessened the severity of their injuries. We are urging skiers to recognise the importance of wearing a helmet for protection and to start placing the same value on helmets for winter sports as they would for cycling."

Peter McCabe, Chief Executive of Headway, said: "We are delighted to see the number of skiers and snowboarders wearing helmets increasing year-on-year."

"Even a minor blow to the head can have major consequences, and even the most experienced of skiers are at risk of falling at some point during their holiday."

"By offering reduced premiums, EssentialTravel.co.uk is providing an incentive to its customers to wear a helmet, but the ultimate incentive should be protecting your delicate brain from injury."

Mark Brigham, Founder of Ellis Brigham Mountain Sports says: "Ellis Brigham are delighted to be involved with the Use Your Head campaign for a second year. Helmets have become the norm on skiers large and small in recent year, they are now lighter, better ventilated and much more comfortable and we encourage their use."

EssentialTravel.co.uk has launched a dedicated "Use Your Head" micro-site which features full details of the Ellis Brigham discount and Headway charity donation as well as snow injury facts and testimonies from customers who've been injured on the slopes.

About EssentialTravel.co.uk
Established in 2001, EssentialTravel.co.uk is one of the UK's leading online travel essentials companies. The core products offered include competitively priced, fully comprehensive travel insurance; airport car parking; airport lounge access; airport hotels; car hire; and car hire excess insurance.