TUI's Crystal Ski Takes Winter Escapes to New Heights

Crystal Ski, the UK’s leading ski holiday provider, has today launched a new integrated campaign developed by VML UK that aims to change perceptions of the ski holiday and inspire more people to experience the mountains. Anchored in Crystal Ski’s new brand platform, Escape to higher ground, the campaign explores the transformative power of altitude and the shift in perspective that comes from stepping away from the everyday. Moving beyond the practicalities of booking a ski trip, the campaign celebrates the feeling of escape, showing how a little altitude can make a big difference to how we see the world.

The campaign, which marks VML UK's first project for the TUI-owned brand after picking up the brief in September, is led by a 30" hero film and supported with digital audio, paid social and out-of-home. Using distinctive altitude markers to pinpoint the moment of change for holiday goers, as well as emotionally driven headlines and Crystal Ski's new signature refraction device, the campaign captures the contrast between everyday life and the freedom of the mountains, from the quiet stillness of a chairlift to the exhilaration of a descent. All celebrating the different ways people can find their own ‘altitude shift’.

Launching ahead of the peak ski season, the campaign reflects the evolving ski market and the different ways a new generation of holidaymakers want to experience the mountains. It marks an opportunity for Crystal Ski to broaden its appeal, reach new audiences and inspire more people to discover the benefits of a mountain holiday.

Altitude Shift seeks to broaden the appeal of skiing beyond its established audience by celebrating not just the destination but the emotional rewards of being there, inspiring those who may never have considered a mountain holiday while deepening its connection with existing customers.

The campaign forms part of a wider brand transformation, developed by WPP’s Landor, which has seen Crystal Ski introduce a new platform and visual identity, designed to position the UK’s leading provider around the emotional appeal of ski escapes, moving beyond convenience and value to attract new audiences.

Ellie Eyles, Head of Marketing, Crystal Ski: “We have a clear ambition to grow Crystal Ski by deepening the relationship with our existing customers while bringing the experience of a ski holiday to new audiences, making us the go-to option for ski holidays. VML UK’s combination of strategic rigour, bold creative thinking and a shared ambition for where we can take the Crystal Ski brand next really comes to life in this campaign and will turbocharge our ability to connect with consumers at scale.”

Joe Petyan, Group CEO, VML UK: “Crystal Ski is a pretty phenomenal brand. 40+ years' operating and it’s still the nation's top choice to take them skiing. Ahead of the next season, we’ve deployed VML’s creative firepower to remind existing customers why the brand remains the best in the business and to inspire those considering their first trip to the mountains to book with Crystal Ski. See you on the piste.”