In winter sports resorts, the ski lifts are at a standstill but not the communication which surfs on the calm of a mountain without downhill skiing. The Avoriaz resort welcomes around ten influencers and youtubers to shape a different image.
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The challenge is great for winter sports resorts. How to attract holidaymakers when the ski lifts close? One of the avenues explored is to go through figures from social networks. Around ten young women were invited to the Avoriaz resort in Haute-Savoie. In return, they produce content to promote a pure mountain, virgin and unseen this year.
“We show live [direct, NDLR] whether on YouTube, TikTok, Instagram, Facebook … It’s communities that we have to work on today, explains the station’s communications manager, Aurélie Berthollier. And I also think that the snow classes are getting lost. Children no longer go to the mountains so the question is how to bring it to the youngest? “
The influencers, YouTubers and athletes invited to the Haute-Savoie resort are followed by communities ranging from 300,000 to 3 million subscribers on Instagram. Communication is quite simple: a station that welcomes, a clothing brand that invites, and models that tell a story, generally sublime.
Miss France 2019 invited to the Avoriaz resort to promote a mountain without alpine skiing
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To sell dreams
Among these distinguished guests, there is Miss France 2019, the Polynesian Vaimalama Chaves. “If we were invited, it’s also because we have people watching what we do. We try to share good tips. Coming to the mountains in winter, even if the ski lifts are closed, that remains a good plan because there are a lot of activities to do nearby. Snowshoes, cross-country skiing, we went cross-country skiing and it was a really beautiful discovery “, recalls the beauty queen, followed by some 605,000 subscribers on Instagram.
Their work tool is their phone, using photos and stories. Immediately dazzled, immediately put online. “Audience doesn’t really matter to us, tempers the public relations manager for Roxy world, Alena Jeangrand. What matters most to us is that the person we invite is connected with our values. A number remains a number. But if we have someone who is very dynamic, very positive and his audience responds to that, he is someone who is going to interest us. “
Meditation workshop, sledging session at sunset … For three days, the Avoriaz resort sells dreams to young women, the target of the day, thanks to its guests. And in a few weeks, it is the families that the Portes du Soleil resort will try to capture. A mission at the height of the season, unpredictable.
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