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, it achieved between 85 and 214 media mentions per winter, up to 380 million in audience reach and EUR €3.8million 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): liaising with journalists on site, scheduling interviews and distributing video reels 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 from 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 Chabrières slope.

What is Simon Billy's speed skiing world record?

Simon’s record speed skiing record was set at 255.500 km/h in Vars in March 2023. The very next day, RevolutionR organized a tour of Parisian newsrooms including RTL, Eurosport, L'Équipe, Le Figaro, AFP, and Sport en France with him.

What media visibility has speed skiing gained in Vars?

Over four seasons from 2023 to 2026, it achieved 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).