Being situated high up in the hills, and with its many kilometers of skiing slopes, Val Thorens is a popular destination among practiced skiers and snowboarders. In addition, the French ski resort is popular among young people, because of it broad and varying offer in après-ski options. Yet Val Thorens isn’t just the place to be for diehard skiing fans and party people. LVTPR was approached to realize an image makeover and position the village as an all-round winter sports destination.
To start, we made an inventory of what Val Thorens has to offer. And it turned out to be quite a lot. In addition to skiing and snowboarding, and the more party-oriented après-ski activities, the village is a great spot for a relaxed (snow) holiday. And what better way to prove this than letting journalists experience it for themselves?
Together with Val Thorens’ tourism agency, we organized a press trip for a selected group of lifestyle media editors from Belgium and the Netherlands. During the trip, they were able to enjoy a wonderful massage in the luxury hotels’ spas. We left the busy slopes for a ride on a husky-drawn sleigh, took a yoga class in the mountains and went for a peaceful snowshoe walk through the fluffy snow. And to prove you can do more than eat cheese fondue and tartiflette, we went out for dinner at the modern (vegan) restaurants Val Thorens has to offer.
We consciously chose to plan the trip in the early spring season: thanks to the longer days and higher temperatures, we were able to highlight the relaxing element of the trip. The results? The attending journalists from both Belgium and the Netherlands had a great time. We’re expecting their publications in autumn, right in time for the new winter sports season.