We sat down with White Mountain Chalets owner Ruth and discussed what the business wanted to achieve over the next 12 months. We got an understanding for where the business was at currently and what their overall marketing strategy was.
Their business is a seasonal one, luxury ski chalets in the beautiful French Alps. The demand and interest peaks around January time and typically there is a rush of bookings in the 2 months before this. Ruth wanted to see this spread out across the year to bring in more bookings earlier. Email was seen as the perfect way to communicate with subscribers.
We put together a content calendar that fitted with the seasonality of the skiing industry and piggyback some emails on key dates and events in the run up to the season such as announcements by airlines of their winter schedule, offers from ski hire companies, first snow, long range forecasts, new chalets, revamping of interiors etc.
We then used this to create a solid strategy of the timing and frequency of campaigns over the next 12 months. This meant White Mountain Chalets knew what was going out well in advance and we could write high quality copy, pair this with fantastic relevant imagery and lead subscribers on a journey all the way up to the opening day of the season. We planned for when special offers might be needed so that they were ready to fire out quickly.