Val Thorens
Top mountain destination

Client

Challenge

Maintain Val Thorens’ share of voice in the French media.

To position Val Thorens as the leading destination for a mountain holiday.

To promote the excellence of Val Thorens and its spot as a leader in the mountain sector. At the time, it was elected for the fifth time as ‘Best resort in the world’ at the Worlds Ski Awards. Today, it has seven titles.

Recommendations

Support and advice on its communication strategy
Defined 5 communication axes for a winter season: each communication axis is addressed several times during the season via dedicated press releases
Created a press relations action plan aimed at mobilising TV, print, radio, web, • journalists
Drafted 40 press releases per winter season
Organised media training for the Tourist Office team, including crisis communication management, public speaking, etc.
Organised a press conference in Paris with 38 journalists
Organised a press trip on the theme of ‘My Serenity’ – development of the resort’s well-being

Key facts

A ‘snow mission’ by BFMTV during the Christmas holidays. The team stayed for one week in Val Thorens and made a series of reports. This included 15 reports on different themes, such as family activities, Christmas festivities, arrival of holidaymakers, etc.

Results

Premium benefits for the winter 2018-19 season

Reports and news on national TV channels

Premium radio reports on national radio stations

National print articles

Web spin-offs dedicated articles and reports

Billion cumulative contacts per season

RevolutionR has allowed us to reach a new level in our press relations. The stakes were high as Val Thorens is the resort with the most press coverage in France, with nearly six journalists present daily during winter, and more than 200 hours of TV coverage.

Gregory GUZZO
Director of the Val Thorens tourist office, 2010-2018

Emblematic place

Next case

Val Thorens Top mountain destination