Our long-year client, the Zell am See-Kaprun GmbH, pursues a new concept with its great Hiking Season Opening from 25th to 28th June 2009: not only skiers and snowboarders will be able to enjoy an amazing opening event. This year, the tourism association has bent over backwards to offer summer sports athletes the opportunity to participate in a kick-off event of their favourite holiday season, too. A sensible step to be taken, but easier said than done. After all, many guests still associate traditional opening events with the winter season. Consequently the question whether this project will be widely accepted remains unanswered for the time being – which is a communicative challenge!

Prior to the event, we are implementing a strategic, customized communication campaign for Zell am See-Kaprun. Our aim: to raise the awareness of an opening which is absolutely new and takes pioneering measures. Even though the idea may still need to become established, the prerequisites for this communicative strategy to bear fruit are excellent. After all, hiking has never lost its appeal with holidaymakers despite the large number of emerging trend sports and leisure time activities. Especially best agers are inclined to opt for a walking tour. For this reason, they will be the target group of our communicative measure implemented in cooperation with the German Federal Post Office until 25th June.

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