The world’s largest interconnected ski region, Les 3 Vallees Association [L3VA] is the trade association representing the resorts of Brides-Les-Bains, Courchevel, Les Menuires, Meribel, Orelle, St Martin de Belleville and Val Thorens.
Scope
- Partnering with another experienced PR consultant to a create a virtual team, we provide a broad PR role for L3VA and have done so for the past six years. Put another way, we act as a satellite L3VA office in the UK and are the key point of contact for the media.
- Our role encompasses the following: organisation of a major press and travel agent networking event each year, annual press trip organisation, drafting press releases, editing the main combined press pack for the area, ski show attendance and so on. We’ve also carried out a media audit to gauge perceptions of the resorts and confirm how press like to work.
Results
- Each year, a key part of our work is to the stage the Les 3 Vallees party – a 220 + person event where press and the travel trade attend to network with resort staff and hear the latest news. This is a major priority for the region. To date, we’ve held it at The Shard, The Tate Modern, The Department Store in Brixton and Chucs Café in the Serpentine. The next one will be held at Soho House in White City – the former BBC HQ.
- Due to Covid, the 2020 event was shifted online using Zoom. Our role was broad covering: the invitation process, development and delivery of a presentation with the L3VA director, all event logistics and follow up.
- Each season we invite press to visit Les 3 Vallees working closely with each resort to develop a newsworthy itinerary . Over the years, this has included:
- Cool places to stay in Les 3 Vallees – staying in Europe’s highest ice hotel in Val Thorens as well as the ultra-plush Refuge de la Traye in Meribel. Read the FT’s report after they attended.
- Staying in cost effective accommodation to promote the fact that the region isn’t just the preserve of the rich. Read what The Guardian said about it.
- Taking part in the annual Les 3 Vallees Enduro ski race – a family friendly event held each April where teams of three take on various challenges on slope.
- Staying in the recently refurbished Fahrenheit 7 Hotel – to showcase how Val Thorens is updating and remodelling existing lodging.
- We’ve supported Les 3 Valles at a national ski and adventure film festival called Mountains on Stage where we’ve toured the UK to man a stand and provide information about resorts to cinema goers.
- We’ve provided input and close support to production companies filming in resort such as Ski A & E produced by North One TV and screened on the W channel.
- Given the popularity of Les 3 Vallees with UK skiers, the press office function is crucial and we provide a prompt services to media requesting information.