The Flims Laax Falera region are three lift-linked villages that collectively share one of the biggest skiing areas in Switzerland. The destination is marketed under two very clear, seasonal brand strategies - the winter product is positioned under brand LAAX while the summer products and experiences are under Flims. In this case-study, we are going to focus on how brand LAAX is being built entirely around the winter product, ski slopes and snow parks.

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The #DTTT team visited the GALAAXY, where we met with Eliane Bernasocchi-Volken, Head of Marketing & Sales, and Claude Bravi, Head of Digital, to get more insights into the brand, its focus on the winter product, and the key development of the digital customer experience.