Vars: bringing speed skiing to a mainstream audience

For more than 20 years, RevolutionR has orchestrated pre-season, event and post-season PR strategies around speed skiing for Vars – La Forêt Blanche.

Over four seasons, from 2023 to 2026: between 85 and 214 media mentions per winter, up to 380M in audience reach and €3.8M in advertising value equivalent.

How do you bring an alternative sport into the media spotlight and make speed skiing a mainstream topic?

RevolutionR has sustained the resort's visibility through four levers:

• On-the-ground presence and immersion: full press management at the major annual events (FIS World Cups, World Championships and Speed Masters): handling journalists on site, scheduling interviews and distributing video rushes to broadcasters.

• Embodiment and media tour: a tour of Parisian newsrooms with Simon Billy the day after his record, securing exclusive features with section editors (RTL, Eurosport, L'Équipe, Le Figaro, AFP, Sport en France).

• Media partnership engineering: three-way coordination (Vars, Vars Glisse Académie and the agency) for the purchase of media space (sponsorship and spots), enabling the production and double broadcast of a 13-minute documentary on La Chaîne L'Équipe.

• Targeting pure players: opening the sport up to younger audiences by inviting leading content creators to the foot of the Chabrières slope.

What is Simon Billy's speed skiing world record?

255.500 km/h, set in Vars in March 2023. The very next day, RevolutionR organised a tour of Parisian newsrooms with Simon Billy (RTL, Eurosport, L'Équipe, Le Figaro, AFP, Sport en France).

What media visibility has speed skiing gained in Vars?

Over four seasons from 2023 to 2026: 214 media mentions and 380M in audience reach in the record year, then 101, 85 and 120 media mentions in the following winters, plus a 13-minute documentary broadcast twice on La Chaîne L'Équipe (255,000 viewers).