A day in the life of a LAAX App Campaign Manager

You are part of the marketing team responsible for communication via the LAAX app at the WAG. What does your day-to-day work look like?

In my role, I’m basically responsible for digital communication via our web channels and the LAAX app. Both channels are about providing our guests in LAAX with current, relevant information & offers on a daily basis. What I mostly deal with is how we can send the right messages, at the right time, to the right app users with interesting campaigns… The goal is always to create the smoothest experience possible for our guests. Technology allows us to scale our work through automation. In the process, we create personalized digital experiences for thousands of guests every day.

What is the collaboration with Inside Labs like?

My colleague Seraina and I have a weekly update meeting with the Inside Labs engagement team. In this meeting we discuss topics like:

• Campaign planning


• Evaluation of implemented campaigns


• Current To Dos & any open issues


• Ideas for improvement

Our weekly updates are often enhanced by spontaneous exchanges and questions on a day-to-day basis. This way, we support each other and can continually optimize communication with our guests via the LAAX app.

Engagement Workshop at the Inside Labs Office

We are now in the middle of the 2022/23 winter season, when did you start planning the campaigns and activities for the season?

Basically, we distinguish between two types of campaigns when planning content. On the one hand, campaigns that we play out editorially on several channels which are then extended to the app. On the other hand, campaigns that we plan specifically for the LAAX app, such as campaigns for online restaurant reservations, which are played out to guests in the ski resort.

To make sure we have all the content ready in time, we start planning the winter season early every year. Last year we started in September with the initial ideas we had internally at WAG. What are possible topics for this winter? What are the needs from the various sectors such as gastronomy, lift operators, shuttle services, etc.? In this phase, we try to meet with all the relevant stakeholders and determine the focus for communication & marketing accordingly.

Once these focal points are internally defined, the collaboration with Inside Labs begins. At the beginning, we sat down with Stefanie & Christine from the Inside Labs Engagement Team for a kickoff meeting. Our agenda points covered the following:

• Brainstorming on how to collect and visualize data


• What are new topics for this season?


• Which activities or themes will be continued or discontinued?


• What are the technical requirements for the planned activities?


• Definition of timeline & responsibilities


• What data is needed for our plan?


• Which user flows can be automated (throughout the season)?

After the kickoff, we had various follow up meetings, where we discussed the current status and updated each other. An important milestone is always shortly before Christmas, at the point where we have to have completed all preparations in time to start the season together well prepared.

What are examples of LAAX App campaigns from the current winter season?

The season is still young, of course, but we have already carried out several interesting campaigns. Some examples are:

• After-Sales Campaigns: Thanks to automated campaign flows, we can, for example, display useful additional information such as current weather forecasts or parking options directly via the LAAX app to guests after they have already purchased their tickets.


• Onboarding Flow campaign for new users: What content do app users need when they open the LAAX app for the first time? With the Onboarding Flow, we play out the perfect content to new users.


• Card Subscription Campaigns: Targeted campaign for users who have abandoned a purchase process in the app.


• LAAX OPEN Insider: The digital event companion for all LAAX OPEN visitors. With a simple sign-up in the app, users receive all information such as contest programs, event updates or rider portraits directly in the LAAX app.


• Blueline Tickets: On busy days with many guests, we can point app users in the ski area to the Blueline option with a campaign and directly address the situation on the mountain.


• Online Restaurant Reservations: With a short message directly to guests who are currently in the ski area, we offer restaurants easier planning and a better experience for guests.

Two campaign examples of the season 2022/2023: The onboarding flow for new users & the LAAX OPEN Insider Sign Up

What are the biggest challenges in planning and executing the campaigns?

A major planning challenge for us is to prepare all content and campaigns in time, involving the various relevant stakeholders. There are also technical challenges. We want to ensure that planned campaigns are actually played out correctly and function perfectly from a technical point of view. Close exchange and consultation with our digital team and Inside Labs is important here.

What new campaigns and projects are coming up in the next few months?

A big topic that will accompany us this season is the connection of e-mail as a new communication channel with the app users. We would be able to expand our campaigns via the app to include the email channel. In practice, this could look like this:

We have scheduled an automated campaign for all users who have added a product to the shopping cart in the app but have not yet completed the purchase. Now we can send guests who have not responded to our messages in the app another email with a final reminder.

Another project is customer loyalty. The key question here is: How do we build a program that makes our guests feel even more valued? We are running various tests within individual segments this winter season.

What has been your favorite campaign so far and why?

There have been quite a few over the years :-) One of my absolute favorites is the "On the Mountain Today" campaign, which we developed together with the Engagement Team of Inside Labs. The idea behind it: accompany guests throughout the entire ski day, from arrival to their evening. In the morning, the user already receives the first information & recommendations for the day through the newsfeed in the app. Depending on lift gate scans and guest behavior, suitable restaurant recommendations follow, and at some point in the afternoon, the perfect après-ski recommendation.