Strategy & Conceptualisation
Skiregion Ostalpen
Facebook & campaign management

Skiregion Ostalpen

20 ski resorts, 100 cable cars and more than 200 kilometres of slopes

Who’s behind the project

Encompassing southern Lower Austria and northern Styria, Skiregion Ostalpen unites 26 autonomous ski resorts. Thanks to the large area covered in both Lower Austria and Styria, the ski region offers maximum snow reliability, perfect slope conditions and lots of variety.

One of the main reasons why Skiregion Ostalpen is so popular with winter sports athletes from eastern Austria is their attractive ski pass prices. Every one of its ski resorts is characterized by authenticity and tradition – on the more than 200 kilometres of perfectly groomed slopes as well as at the many cosy mountain huts and inns.

The most important product of Skiregion Ostalpen is the Ostalpen-Card giving you access to all the region’s ski resorts.
Skifahrerin am Hochkar. | © Alex Kaiser

The challenge

Initially, the Facebook page of Skiregion Ostalpen started out under the name of “Ostalpen-Card”. As this name was perceived as very promotional by users, the Facebook page was renamed to “Skiregion Ostalpen”. We still wanted to present the Ostalpen-Card as the region’s most important product – but with a clear focus on relevant social media content.

Our first step was to draw up a completely new Facebook and campaign strategy for the ski region, with a focus on both the Ostalpen-Card and the individual ski resorts.

Gradually, the page turned into a central content hub for all ski resorts. However, there was one big challenge: Many of the bigger ski resorts also had their own Facebook page – and naturally mostly posted their exclusive text, image and video content there.
Freerider bei hervorragendem Winterwetter | © Niederösterreich-Werbung, Leo Himsl

The special nature of the project

Based on the great work done in 2017/2018, the Facebook page was further improved in the winter season of 2018/2019, with a strong focus on community growth. Our mission: solidifying Skiregion Ostalpen’s reputation as an authentic, uncrowded, family-friendly ski region in eastern Austria.
Skifahrer auf der Piste mit Skilift im Hintergrund. | © weinfranz.at

Project services

  • annual workshop to identify personas, USPs and topics
  • strategy creation for the Skiregion Ostalpen Facebook page
  • ongoing communication and coordination with the individual ski resorts
  • monthly editorial work including editorial calendar and publications
  • community management
  • paid brand awareness campaigns, individual post boosts