Crystal Mountain
  • Winter 21 Messaging Strategy

    Messaging
    Copy
    Brand Identity

    As opening day neared, it was apparent that the winter of 20-21 was going to be a massive challenge for Crystal Mountain. Seattle’s premier ski resort was faced with the challenges of operating during a pandemic, regulations shifting with little notice, looming economic uncertainty and a ski experience that would look and feel a whole lot different than ever before. Crystal realized that early and tapped Voicebox to lead its messaging and communication strategy as the winter approached with an unprecedented amount of new procedures, guidelines, pass products and rules of engagement about the on-hill experience.

    The shop worked closely with the Crystal sales and marketing team to develop Crystal’s overall It’s Going to Be Different messaging strategy, penning its community messages, letters, posts and Know Before You Go playbook copy. We wrote from the heart, harnessing the community voice and Feel Different Here brand identity appeal to the community to collectively save skiing in the approaching winter. We strategized about how to emotionally reach our community yet still provide the excitement about what skiing could do for us all in such a tough year. The results were overwhelmingly positive, with our message resonating with the community and creating a groundswell of participation with the new guidelines—even within the tough B Lot crowd.

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