Newsletter Marketing
Zell am See-Kaprun Tourismus

Zell am See-Kaprun Tourismus

Who’s behind the project?

Zell am See-Kaprun is a holiday resort in the Salzburger Land region – but not just any holiday resort! The region right at the foothills of the Hohe Tauern mountain range combines holidays, sports and relaxation amidst mountains, a lake and a glacier. That’s unique in the entirety of the federal state of Salzburg. Between Zell’s landmark mountain, the Schmittenhöhe, the Kitzsteinhorn glacier and drinking-water-quality Lake Zell: That’s where holiday guests from all over the world spend their “most beautiful time of the year”. In summer just like in winter. The result: 2.5 million overnight stays or 616,000 guests in the tourism year of 2015/16. 

The challenge

The tourism association of Zell am See-Kaprun is responsible for the touristic marketing of the holiday resort – and, of course, a customer-oriented newsletter is part of every contemporary marketing strategy. The aim of the newsletter is, first and foremost, to strengthen customer loyalty. The challenge in this case: accommodating the main topics of glacier, mountains and lake as well as the two pre-defined core target groups. The answer: storytelling! That’s how we ensures a central theme across all newsletters. 
Familie beim Wandern am Maiskogel in Zell am See-Kaprun. | © Maiskogel Betriebs AG

The special nature of the project

In addition to the biweekly newsletter, a bimonthly sales newsletter was introduced. Newsletter subscribers are offered inspiration for their next holiday based on overarching topics. They also receive exclusive offers that are tailored to the two target groups of “cool families” and “active pleasure-seekers”. 
© Zell am See-Kaprun –