Crystal Ski Holidays & TUI
We produced a wide range of high end content for one of Europe’s largest travel groups, Crystal Ski Holidays, a subsidiary of TUI.
We were approached by TUI UK to produce content for their Crystal Ski brand’s 2019/2020 marketing campaigns online and in print. They wanted to showcase the snow holiday experience in a way which compelled consumers to feel like the trips were both luxurious and fun; whilst still ultimately being value for money.
The client brief request involved generating suitable content for the age group (25-40), in the form of hero images for their website and refreshing content for their guides. In addition, we were tasked with creating a new front cover image for their magazine. Our general aim as ever, was to improve the quality of content produced in previous years.
What we did
How we created the content
We worked closely with the TUI UK marketing team to produce the creative brief for the content. A detailed planning document was drafted listing the key shots needed along with a rough timeplan for the week. We knew we would have to be flexible as working out in the Alps always brings extra complications; primarily the weather.
The team of 3 from DGTL joined 2 client representatives and 4 models for the 3 day shoot. The first half day was used to scout and confirm locations and assess the weather predictions for the coming days. With one on slope photographer, and one off slope photographer, we had to make sure we made the most of the conditions and the time we had.
We produced a wide range of content covering lifestyle, food, skiing/ action, as well as mountaineering.
What was the final result?
We produced enough content to cover three years of marketing campaigns. This included the cover image of the yearly magazine, and optimised content for social media and their website.
Our team that created the content
Director: Sam Wordsworth
Head of Imaging: Martin Sylvester
Art Director: Amelia-Kate Smith
Crystal Ski Holidays are the UK’s leading winter sports travel companies. They take more holiday makers to the mountains each year than anyone else, and fly to over 130 destinations around Europe, the Nordics and North America.
TUI are the UK’s leading travel brand. Each year, they provide holidays to over 6 million people across the UK and Ireland. They are also part of the worlds largest travel group.