Highly regarded video producer Josh Monie reveals Crystal’s winter campaign 15/16

Crystal Ski Holidays, part of the Specialist Holidays Group (SHG) and TUI Group, have today unveiled a new video to generate excitement about the forthcoming winter season and bring to life ski holidays in a fun and engaging way. It introduces five of the Ski Explorers, originating from last winter’s ‘What skier are you’ Facebook quiz. More than 10,000 people joined in the fun to find out which resort is best for them, based on their skier or boarder character profile.

The new Crystal video http://www.crystalski.co.uk/crystal-ski-explorers/, designed by producer Josh Monie and team, filmed in April on the Hintertux Glacier near Mayrhofen, features five genuine Ski Explorers chosen from Crystal employees for living and breathing the values of each character:

Gadget Guru – sales manager
Mile Muncher – overseas service delivery manager
Après Animal – content editor
Piste Princess – recruitment team leader
Park Rat – Crystal retail team leader

From the Crystal Facebook quiz last year, we found our fellow mountain lovers are 22% Mile Munchers, 13% Après Animals, and 12% live the high life as the Piste Princess.

Social Media plays an ever more important role in skiers’ shopping habits and how they interact and relate to brands. 81% of consumers say that friends on social media directly influence their purchasing decision (1) and 53% of consumers say they interact with a brand on social media (2).

Vicky Hales, Customer Engagement Director Crystal Ski Holidays, explains, “We’re really excited to launch our new campaign as the snow starts to fall in some of Europe’s mountains and we start the countdown to another winter season. We get that our customers all love ski holidays for different reasons, but we all have one thing in common – it’s the love of the mountain that brings us together.”

Josh Monie, director and producer, adds, “We were tasked with creating a film that not only generated excitement for the winter season, but that also lived Crystal’s values as a brand – and what better way to do that than creating these great ski personalities on film.”

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To book www.crystalski.co.uk 020 8939 0726

The mountain is yours and the slopes are your playground. The freedom, the laughs, the crisp mountain air. The goggle tans, après antics, the “did you see me go” shouts. It’s all part of the rush and excitement of a ski holiday and we get it.


Notes to editors

1 Source: Survey conducted by Market Force, worldwide leader in customer intelligence solutions.
2 Source: Gallup’s consumer report

Crystal Ski Holidays and Specialist Holidays Group (SHG) and TUI Group
The Specialist Holidays Group (SHG) consists of 19 businesses operating from the UK and Ireland. Specialist travel experiences include ski holidays, city breaks, luxury mountain hotels and tailor-made trips to the Far East, Africa, Australia or North America.

Crystal Ski Holidays is part of SHG and is the leading ski holiday tour operator in the UK, with more than 30 years experience of providing ski holidays in Europe, North America and Japan.

The TUI Group AG of companies is the world’s number one integrated tourism business, operating in 180 countries with 31 major source markets and over 30 million customers www.tuigroup.com.

Agency details
Josh Monie is a Producer & Director, specialising in creating moving image and photography for a plethora of clients on projects large and small.

Josh Monie

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