Crystal Mountain
  • Winter '22 Messaging

    Messaging Strategy
    Voice Development
    PR Copywriting

    After two successful seasons of developing messaging for Crystal, including ghostwriting president Frank DeBerry’s letters, scripting the brand video narratives and crafting Covid-season communications, Voicebox was tapped again to help message the resort’s big 2022 announcements. These included a massive ski area expansion vision and a new transportation plan with unpopular paid parking impacts. Partnering with Director of Marketing Tiana Anderson and Brand Manager Vivika Stamolis, we helped frame up and roll out these broadcasts to their community, providing expertise on the delicate wordsmithing required for universal communications to a broad audience spectrum.

    The toughest task we faced was messaging the Crystal Vision, a $100 million dollar infrastructure expansion and services plan for the resort in a region where distrust of corporate ownership was boiling over at neighboring Whistler and Stevens Pass. In an extremely short timeframe, we created a source document with the key messages and a video script for the PR announcement. We also supported the internal team as the stories were dispatched across social, emails and web, leaning into the transparency and community tone Crystal is known for even as a tough message was being delivered at a very tough time.

ABOUT/CONTACT