Bigger. Better. Even more unforgettable. Since the 2017/18 winter season, the ski resorts of Flachau, Wagrain and St. Johann share an umbrella brand: Snow Space Salzburg. The ski resort offers winter sports enthusiasts a total of 120 kilometres of slopes, seven entry points to the resort and guaranteed snow from December on. All that only a 50-minute drive from the city of Salzburg.
The challenge
Together with the creation of the new brand, the company’s online presence and content strategy had to be developed as well. This posed several challenges: In only a few months, the strategy had to be defined but a large number of texts in two languages had to be created as well. Web copy that fulfilled all requirements. Web copy that offered added value and was useful. Web copy that answered all questions the readers might have, that inspired them and motivated them.
The special nature of the project
In close collaboration with the elements.at project team, a website matching the users’ needs was created in a few weeks. This was accomplished through the conceptualisation of the website’s navigation, the keyword-optimised web content and topic-based texts.
The specific topic texts focus on the holiday wishes and needs of the respective target groups. They accompany them along their customer journey and deliver the desired information especially in organic search. Day guests have different expectations of the ski resort than families, friends, groups or couples. To meet these very diverse needs, the uniqueness and the USPs of the individual resorts and their offers had to be clearly highlighted.
Within only seven weeks, more than 170 German and English texts were created which are found by the various target groups and which answer their questions. Texts that highlight the particularities of each resort within Snow Space Salzburg and still blend in with the bigger picture. The elements SEO team was responsible for the ongoing SEO support during the relaunch phase.
As a last step, the individual pages including design elements were built in the “Pimcore” content management system and the texts were entered.
