France's partners limber up for London Ski Show
Atout France and France Montagnes launched their winter campaign on October 20th 2015, and the initial results have been a huge success.
The online marketing campaign comprises various elements of fun, engaging content, designed to be shared across social media and the web. The objective of the campaign is to increase the visibility and boost the image of French mountain resorts on the UK market, highlighting what makes France the number one choice for British skiers, and challenging certain preconceptions about the customer experience in France.
The first project to launch was “Overheard in French Ski Resorts” a video highlighting the minor (and often both hilarious and charming) cultural and linguistic challenges facing British skiers in France, which anyone that has been skiing in France will instantly recognise. The video, hosted on the French Mountains Facebook page, has racked up over 400,000 views in week 1, over 10,000 likes and 4,500 overwhelmingly positive comments.
· Further video projects to go live later this winter
· An interactive infographic
· A ground-breaking interactive mapping API
· Live blogging projects
London Ski Show
For November 5th-8th, France Montagnes and 12 Partners will be present at the London Ski Show. The new location, at Battersea Park Evolution should make for an exciting show. A huge hit with kids and dog-lovers last year, the French Pavilion will again be home to the world’s cutest Husky dogs! When asked how they feel about this year’s show, the dogs issued the following statement:
“We greatly enjoyed our time in London in 2014, during which we broke the record for most amount of pats, strokes and tail wags in a 4-day period. We look forward to bringing our unfathomably fluffy coats and jaunty colour-contrast eyes to London again next week. We’re assured that it is safe south of the river Thames, and look forward to doing our bit for Franco-British and Human-Canine relations once more”
The French Pavilion will also feature a ski simulator, cozy retro bubble and ESF’s cute Piou Piou mascot.
Partners on the stand:
France Montagnes
ESF Ecole du Ski Français
Valberg
Hautes Alpes
Serre-Chevalier Vallée
Puy Saint Vincent / Destination Ecrins
Auron / Isola 2000
Morzine-Avoriaz
Val d’Arly Village
Grenoble & Chambéry Airports
AET Destination
Maranatha Hotels
The various content projects are tied together with a call to action- to visit the innovative micro-sitewww.thefrenchpisteproject.com which automatically streams all Instagram photos with the hashtag of a French ski resort. Other exciting projects to roll out over the coming weeks and months include:
· User competitions around well-known calendar dates, the first of which (Halloween) is live on Fall Line until 08/11/2015
· Inspiring, engaging and tongue-in-cheek images. The first is a series of 20 shareable posters (e.g. see below) marrying striking photographs with inspiring quotes or made-up proverbs, which will be shared periodically throughout the winter.