Winter sports, the magic of snowy peaks and the thrill of sliding down a mountain: these are the ingredients that make ski resorts such an attractive branding space. Italy, with its beautiful Alpine landscapes and rich winter sports tradition, offers a unique canvas to create an unforgettable proposition.
But how do you best promote something on the Italian slopes? And why do some strategies work better than others in Italy?
So let’s see in this article how to publicise your brand and some examples of ski resorts that have become famous in Italy also thanks to the right promotion.
Understand the audience
Italy’s ski demographics: It’s important to know who your potential customers are. Italy’s ski slopes attract both national and international tourists. From families to professional skiers, the audience is diverse. Tailoring your brand message to this varied group ensures that you don’t miss out on potential engagement.
Partnering with local businesses
Win-win collaborations: collaborating with local businesses can amplify your reach. Whether it’s a popular après-ski bar or a ski equipment rental shop, these businesses can provide unique opportunities to showcase your brand.
Hosting and sponsoring events
Ski races and more: organising or sponsoring events is an excellent way to gain visibility. From ski races to snowboarding exhibitions, events can draw large crowds and offer excellent opportunities for brand exposure.
To best promote your brand, you could host international ski events, attracting participants and spectators from around the world. During these events, your brand will be omnipresent, from flags to banners, to ensure that it remains etched in visitors’ memories.
Offering branded merchandise
From ski equipment to souvenirs: merchandising with your brand logo can serve both as a revenue stream and as a promotional tool. Think beyond the traditional: seeing branded winter clothing that tourists gladly buy allows for free walking advertising.
Utilizing digital platforms
Engage through social media: platforms such as Instagram and TikTok are essential for reaching young people. Share stunning images of snowy landscapes, behind the scenes of your brand’s involvement in the ski scene and engage users with interactive content.
It is also good to take care of your business’ website, which presents it at its best and is well positioned on search engines. This will enable you to attract new customers and also monetise more through digital channels. If you want to get an idea of how best to promote your brand on the Italian slopes, we recommend looking at the page of Vialattea, one of the best Italian ski resorts. The ski resort has gained so much importance throughout Italy also because of the promotional campaigns it has carried out. it is important to often share breathtaking images of the slopes, accompanied by user-generated content, creating a continuous flow of organic promotion.
Setting up interactive booths and stations
Engage directly with the crowd: Interactive booths provide an excellent opportunity for direct engagement. Whether it’s a sampling station for a new beverage or a tech booth showcasing the latest ski gadgets, these booths can be both informative and fun.
Offering exclusive deals and packages
Tailored for the ski crowd: consider offering deals that cater specifically to the skiing community. It could be discounts on lodging for extended stays or special packages for groups. Exclusive deals can create a buzz and ensure repeat business.
Sustainable skiing: with growing concerns about climate change and the environment, many tourists prefer brands that emphasize sustainability. Promote eco-friendly practices, from waste management to energy consumption, and make it a part of your brand identity.
Tapping into local culture
Italian flair on the slopes: Italy is rich in culture and tradition. Incorporate elements of local art, music, and cuisine in your brand’s promotion strategy. This not only appeals to international tourists seeking an authentic experience but also resonates with locals.
Customer feedback and continuous improvement
The voice of the tourist: ensure that you have channels open for feedback. Understanding what your audience loves or dislikes about your brand can provide insights into areas of improvement.
The Italian ski slopes, with their mesmerising beauty and popularity, offer fertile ground for brand promotion. However, mere presence is not enough. A nuanced understanding of the landscape, culture and people is required. For example, the success of the Vialattea is not only due to its fantastic slopes, but also to its impeccable branding strategy. By taking a cue from his book and adapting it to your brand identity, success on the snowy peaks of Italy is just a ski away.