In summer 2018, we accompanied the initial communication around the new dynamic pricing model of the Engadin St. Moritz Mountain Pool. For the 2018 winter season, the Upper Engadine introduced a unique pricing model for ski passes in the Alps. The so-called Snow Deal is aimed primarily at online and early bookers. We were able to visit the tourism region and the Upper Engadin mountain railroads in the strategic communication around the new pricing model. In the run-up to the launch, we implemented various PR measuresone Media event and several Content productions around. In this way, we were able to gently introduce the media to the innovation. The result was correspondingly broad coverage of the newly introduced Snow Deal.

Launch of snow deal with video productions

Complex pricing models are often difficult for consumers to understand. Since such texts about technical details are not very reader-friendly, our favorite approach came into play: storytelling! Around the launch of the Snow Deal, we therefore planned and implemented two Video productions who explained the advantages of the new pricing model in simple terms:
  1. As many people are better able to absorb and process visually presented information, we had an explanatory video produced for the start of the 2018 season. The animated video explains the benefits and functionality of the model in a simple and straightforward way.
  2. In addition to the first, abstract explanation, we produced a "real life" example. In the second content production, we deliberately incorporated a wink into the storyline so that consumers associate the price model with positive emotions. We created a classic everyday situation: a mother wants to go skiing with her adult son and book ski tickets early to save money - the mother discovers the snow deal. However, the young man doesn't have the time to find out about the new price model and, unlike his mom, only books his ticket on site - for a higher price, of course: "Well, it's better to leave it to mom!"

Guerrilla Marketing "Snow-Dealer"

At the start of the 2019 winter season, it was then important to get the snow deal into the minds of those consumers for whom winter was still a long way off. That's why we once again relied on the successful combination of guerrilla marketing and Content production for Engadin St. Moritz. To do this, we reached into our storytelling bag of tricks and turned the snow deal into a snow dealer. We hired the Swiss comedian Kiko, who caused quite a stir in the city of Zurich, as the snow dealer: he asked passers-by in public if they wanted to buy snow from him, because he had the best deal. Of course, the goods on offer were real snow from the Engadin - but not everyone understood that straight away. We recorded the amusing reactions with the help of hidden cameras. After the exclusive publication on 20 minutes the video was shared like crazy and aired on the TV program Tele Top-Talk.