French ski resorts launch first joint marketing campaign
Ski resorts in the French Pyrenees have come together to launch their first ever joint marketing campaign in the UK in an attempt to persuade winter sports enthusiasts to choose them over much more popular resorts in the Alps.
They are also hoping to lure some of the many thousands of British skiers who head to Andorra, which has the only ski resorts in the Pyrenees to be featured by major UK ski operators such as Crystal, Neilson and Inghams.
Under the new brand ‘Go to the French Pyrenees’, the resorts are offering UK operators marketing support to launch "favourable packages" to the region for the UK market.
Already, Peak Retreats has launched the Pyrenees Collection, a programme dedicated to offering packages to the French Pyrenees for UK skiers, but other operators have yet to throw their weight behind the campaign.
"Erna Low are very keen, but it’s too late for them to get a programme together for this winter, but they are keen to feature the Pyrenees," said a spokeswoman for the region.
"It’s a region that’s highly undervalued but the mountains in the Pyrenees really do have it all."
Easily accessible from several airports served by low-cost flights from the UK, a spokesman for Pyrenees Collection said it was a region ideal for skiers looking for an alternative to overcrowded and expensive resorts.
"For sure expert skiers are not likely to consider the Pyrenees but for beginners and intermediates and for families it’s great," he said.
"People go to Andorra, which is in the middle of the Pyrenees, so why not come to us instead?"
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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