There's been fresh snow across most of Austria in the past 72 hours, improving conditions across the country.
However as January wears on without significant snowfalls for some lower elevation resorts and some sports events showing white ribbons of machine made snow on lush green valley backgrounds, some of the Austrian resorts that are having average to good seasons so far for snow cover have been hitting back with mini PR campaigns,
"If you think that the winter of 2014 takes its time getting started, you can't have been on the Stubai Glacier yet," said a statement from the famous glacier ski area close to Innsbruck in Tirol, one of eight in the country open from late spring, summer or autumn skiing.
"With a total snow depth of two metres and 20 centimetres of fresh powder snow that's been added over the last couple of days, the pistes and downhills on the Stubai Glacier present themselves in a TOP state with a NATURAL SNOW BONUS to go with it!" the statement continued, warming to the theme and using caps to stress the key points.
And while conditions certainly remain 'challenging' for many of Austria's lower elevation ski areas, the natural snowfall has been fairly abundant on the country's higher slopes.
On the Pitztal glacier for example, the snow lies 2.7m (nine feet) deep and there's been 40cm of fresh in the past week. Stats for Obergurgl and Solden are similar – with more than a foot of new snow each and 1.6 and 2m bases respectively.