Families with children were becoming an increasing important target group for SkiStar, and there was a growing need to develop and implement a comprehensive family strategy for the company’s destinations. SkiStar’s offer varied considerably in terms of content and quality, which meant that they lacked a competitive offering to communicate to families with children.
A common strategy for families with children was outlined in 2013 and the popular Valles Värld concept, first introduced at Lindvallen in 2010, was launched as the common concept at all SkiStar destinations. True Stories created this highly successful concept in collaboration with SkiStar. Today, this close partnership continues as we develop new experiences and communication across all channels. For SkiStar, the concept has become an important strategic tool in business development and a key differentiator for its brand and offering.
Today, Valles Värld is helping to significantly increase interest in alpine skiing in the Nordic countries. Sales continue to grow – travel sales for “Valles Winter Weeks”, for example, increased by 43% in 2015, and merchandise sales is having a big, positive impact on business results. The values and principles of the concept have become a strong foundation for both a high quality experience and for content products such as the ski school and teaching how to ski.