Swiss ski resort Laax chooses UK agency for broad comms brief

One of Europe’s leading freestyle ski resorts has hired Rooster as its UK PR agency for the 2020/21 ski season, with a brief that includes launching Europe’s longest treetop walk in the summer. The appointment follows a competitive pitch.

Rooster's brief includes the launch of Europe's longest treetop walk next summer
Rooster's brief includes the launch of Europe's longest treetop walk next summer

Laax is one of Switzerland’s largest ski areas, linking ski circuits above the villages of Flims, Laax and Falera. It has 224km of pistes and is home to four snow parks with more than 90 obstacles, including the world’s largest halfpipe. 

The region is also home to a Unesco World Heritage Site, the Swiss Tectonic Arena Sardona; the Rhine Gorge, which is often dubbed the ‘Swiss Grand Canyon’; and Lake Cauma. 

Rooster has been tasked with reinvigorating Laax's public relations programme, handling its press office and building brand awareness through a targeted and integrated creative communications strategy. 

The aim of the brief is to bring to life the ‘Laax way of living’ to a UK market. The resort is renowned for championing the freestyle skiing movement.

Laax PR and communications manager Martina Calonder said Rooster’s website grabbed her attention during the search for a UK PR agency.  

“From our initial conversations with the team and throughout the pitch process, we were impressed with their forward thinking and go-getter attitude towards the brief,” she said. “Their proposal clearly displayed that they understood our challenges and objectives, by providing a strategic, creative and proactive PR plan that meets our business needs.”

Rooster’s managing director, James Brooke, said: “Laax has presented us with a fantastic brief as the team gears up to the much-awaited ski season. Already renowned in the freestyle ski and snowboard community, our PR strategy looks to go beyond that as we spearhead a comms plan that introduces the destination to the British public who share its values of a laid-back, outdoors and adventure-seeking way of life.”

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