As Crystal struggled with a dramatic increase in visitation due to a number of factors, we were tapped with 48 hours notice to craft and guide their messaging strategy around a big shift in brand behavior. With an honest, authentic and powerful Open Letter to Our Community we delivered tough news of ending walk-up day ticket sales, which was a powerful stance for the brand and a huge leap within the industry. Due in part to the tone and approach, the response was overwhelmingly positive to what could have easily trended the other way.
