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Les 3 Vallées
World’s biggest ski resort
Les 3 Vallées reached out to us to boost the number of Belgian visitors to their ski resort. Belgium was a key market for them because Les 3 Vallées is already known amongst a lot of Belgians, but mostly for one of their 7 ski stations: Courchevel, Méribel, Les Menuires, Val Thorens, Orelle, Val Thorens and Saint-Martin-de-Belleville. People did not know these ski stations are represented by Les 3 Vallées, which is the world’s biggest ski resort!
Les 3 Vallées’ strategy was to build on a broader and more loyal Belgian customer base, eliminating pre-assumptions such as Val Thorens is for partying, Courchevel is for the rich, etc. Furthermore, Les 3 Vallées was mostly known among Walloons, so we needed to create brand awareness in Flanders mostly. Les 3 Vallées wanted to be positioned as the world’s biggest ski resort, offering something for every taste, price and wish. Whether you are a skier, a snowboarder, a hiker or just want to get some mountain fresh air and escape the rush of everyday’s life, Les 3 Vallées is an indispensable destination in every season. Even outside the ski season.
An infinite playground
We handled an always-on PR approach and worked on different thematics relevant for the domain. In order to learn more about the Belgian perception of Les 3 Vallées we executed a big market research that helped us shape stories along our strategy. We hosted a press conference at the beginning of our partnership to introduce Les 3 Vallées’ strategy for the upcoming years: the infinite playground, where Les 3 Vallées wants to present its versatility over the seasons and not only host their guests over winter. Furthermore, we hosted press lunches to build our relationship with press and introduce novelties to the domain, its sustainability approach and create interest and stories for upcoming press trips.
- Develop and create PR hooks
- Establish Les 3 Vallées in the Belgian media landscape
- Ensure constant media coverage as well as social visibility
- Organization, coordination and planning of press trips
- Handling of media partnerships