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:- 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.
- 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!"