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Rooster Lands PR and Comms Brief for LAAX, Switzerland

Rooster Lands PR and Comms Brief for LAAX, Switzerland
5 October 2020 James Brooke

Europe’s leading freestyle ski resort, LAAX, has chosen Rooster as its UK PR agency partner ahead of the 2020/21 ski season and the exciting launch of Europe’s longest treetop walk in summer ‘21, following a highly competitive pitch process.

Rooster’s fourth travel client win since the pandemic began, the successful pitch demonstrates Rooster’s strong positioning in the sector, with over 20-years travel PR experience and expertise.

LAAX is one of Switzerland’s largest ski areas, linking ski circuits above the villages of Flims, Laax and Falera. A highly regarded freestyle resort, with 224 km of pistes, it paved the way of the freestyle movement; home to four snow parks with over 90 obstacles, it also has the world’s largest half-pipe, at 200m in length.

Tasked with reinvigorating its public relations programme, Rooster will implement its renowned ‘never ending press office’, while building brand awareness through a targeted and integrated creative communications strategy. Rooster will bring to life the LAAX way of living.

Martina Calonder, PR & Communications Manager at LAAX, said: “It was Rooster’s website that instantly grabbed our attention during the search for a UK PR agency. From our initial conversations with the team and throughout the pitch process, we were impressed with their forward thinking and go-getter attitude towards the brief. Their proposal clearly displayed that they understood our challenges and objectives, by providing a strategic, creative and proactive PR plan that meets our business needs.”

Rooster’s Managing Director, James Brooke, said: “LAAX has presented us with a fantastic brief as the team gears up to the much awaited ski season. Already renowned in the freestyle ski and snowboard community, our PR strategy looks to go beyond that as we spearhead a comms plan that introduces the destination to the British public who share its values of a laidback, outdoors and adventure-seeking way of life.

We’ll be executing a press office that delivers year-round comms, highlighting the destination’s news, as well as it’s incredible eco and sustainability credentials.”

In addition to its world-class winter sports offering, LAAX has much to be marvelled at in the summer months too, including its UNESCO World Heritage Site Tectonic Arena Sardana, the Rhine Gorge, often dubbed the Swiss Grand Canyon, and Lake Cauma. It’s a destination that offers more than just hiking, biking, mountains and nature, if a way of life that can be enjoyed year round.

The region also aims to become the world’s first self-sustaining alpine destination through economically viable initiatives.


For further press information, please contact:
Arabella Halfhide | Hannah Carlisle
Rooster PR
T: +44 (0) 20 3440 8930
E: [email protected]

About Rooster. We are pr.®
Rooster is one of the UK’s leading independent PR agencies servicing clients across b2b and b2b sectors. Founded in 1999 by Henry Hemming, Rooster is focused on results-driven communications that deliver against clients’ business objectives. Managing Director James Brooke heads up the team of over 20, genuine, straight-talking and creative communications experts.
Rooster clients span the travel, lifestyle and business sectors, including Flight Centre, Atmosphere Hotels & Resorts, Tempur UK, Vastint UK and ECA International. Rooster’s newly-launched sustainability PR service provides expert guidance and strategy for businesses wishing to better communicate how they are positively impacting our increasingly fragile world.

Follow @RoosterPR on Instagram, Twitter, LinkedIn and Facebook.

About LAAX, Switzerland
The region of Flims Laax Falera in the Swiss Alps, only 90 minutes by car from Zurich, is marketed under the brand LAAX. It stands for a unique lifestyle, a wide range of outdoor adventures and impresses with its breathtaking mountain landscape, characterised by natural phenomena. From hiking and biking in summer to skiing and snowboarding in winter – LAAX offers the ideal infrastructure embedded in a unique scenery.

For more information visit: