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Repositioning Val Thorens
Val Thorens is so much more than a top destination for ski fanatics and party people. In order to strengthen its image, the French ski destination called on Charly PR’s tourism expertise.
We widened Val Thorens' previously limited reputation through some well-known lifestyle magazines.
CHALLENGE
Reposition Val Thorens
Val Thorens is a popular go-to for experienced skiers/snowboarders and après-ski lovers. Time for Charly PR to finally put it on the map as the real all-round winter destination it is.
STRATEGY
Make them experience it
To start with, we took stock of all Val Thorens’ assets – which is a lot, the village is also very suitable for a relaxing (snow) vacation for example. And what better way to share that story than by letting journalists experience this for themselves?
Our team visited various editorial offices with Val Thorens goodies to get journalists excited about its non-(après)ski offer as well.
We even took a select group of lifestyle media on a press trip to experience Val Thorens’ serenity for themselves. They enjoyed a wonderful massage in a luxury spa, got away from the crowded slopes on a husky sledge, did mountain yoga, explored the region on snowshoes and dined at the trendiest local restaurants.
IMPACT
Extensive lifestyle coverage showcasing Val Thorens’ versatility
Thanks to the well-thought out trip and our on-site guidance we generated extensive print and online coverage in magazines like VROUW, VIVA, Marie Claire and Feeling.
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