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Do not call it a ski brochure
Monday August 4, 2014 - Email this article to a friend

The largest UK ski tour operator, Crystal Ski, has revealed its offerings for next winter. They are contained in The Crystal Ski Holidays guide to the mountain that has just been released.

Crystal Ski is billing it as a 'guide' not a 'brochure'.

It lists all the countries, resorts and chalets/hotels & apartments on offer for next winter from Crystal Ski.

It has the prices, the special offers and information about the resort.

There is a paper version and, perhaps more importantly, an online one.

It looks like a brochure but Crystal is re-branding and is not calling it a brochure as such.

The idea behind it is summed up by the post on the Crystal Ski Facebook page.

"Brochures are so last year.

This year it's all about the Crystal Ski Holidays guide to the mountain.

Download, order or pick one up in store and be inspired for your next adventure."

The idea is that it is not an old-style magazine brochure with a passing resemblance to a telephone directory with its lists, prices, facts and figures.

It does not have cheesy 1980s style photos of good-looking people skiing towards the camera with a broad grin on their faces.

Huge efforts have been made online to ensure it stands out from the offerings from the other tour operators, where the electronic version is merely just a copy of the paper one.

Rather it is an engaging and inspiring experience that will encourage the reader to become a Crystal customer and to engage with the brand.

Crystal is looking at the digital experience of the customer with more than an eye on how things will develop over the next few years. 

We are expecting further announcements next month on the role of the in-resort rep and how they will be using social media platforms; see here for an earlier PlanetSKI story on the subject.

Crystal guideCrystal guide

















So, what about the detail for next winter in the guide and what is new?

Crystal is offering five new resorts.

ANDORRA - La Massana

AUSTRIA - Maria Alm

AUSTRIA - Nauders


ITALY - Kronplatz / San Vigilio.

There are 7 new flight routes: from Bristol to Innsbruck for Austrian resorts; Edinburgh to Toulouse for Andorra; Gatwick to Plovdiv for Bulgaria; Manchester to Kuusamo for Finland; Southampton to Chambery for France; Bournemouth and Cardiff to Geneva for France and Switzerland.

The guide contains 236 pagess covering 135 ski resorts across the world.

There is practical advice on accommodation choices, tips for travelling with the children, how to ski or snowboard on a budget, ideas for non-skiers and  tips on what to pack.

There is advice on off piste areas to try and the best après ski spots.

The Guide talks through options for pre-booking ski hire, ski school tuition, lift passes and even 'hotel credit' spending money - all aimed at ensuring customers are stress-free from the moment they arrive.

"The transition from inspiration to booking confirmation couldn't be simpler - whether by phone, in store or online. Crystal has packed even more information on line where the latest offers can also be found," said a statement from Crystal.

"It also offers customers access to a huge community of staff and customers via its social media networks on Facebook and Twitter," the statement added.

So, should we call it a brochure?

On the one hand Crystal says no. It is a guide.

But clicking on the online link from the Crystal facebook page what is the first thing we see?

A button inviting us to order an, er, brochure.

And by post of all things! Wink

Fancy a brochure?Fancy a brochure?










Last year Crystal underwent a major re-branding - see here for that PlanetSKI story.

Crystal re-brandsCrystal re-brands












For the spirit of the mountains

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