This document outlines an action plan to promote ski resorts in France Montagnes to Americans. It involves hosting an immersive summer event in NYC themed around skiing, running an online promotional campaign on a dedicated website, and organizing a press trip for journalists. The event aims to engage influential attendees through interactive displays and activities meant to transport them to a French ski resort. An influencer trip and targeted media plan will also drive traffic to promotional content online.

1. ACTION PLAN 2014
FRANCE MONTAGNES

2. OBJECTIVES
INFORM Americans who like to ski & tour operators about the possibilities of planning a
ski vacation in France
PROMOTE France Montagnes’ ski resorts and destinations as well as all the partners
involved
ENGAGE Top journalists, bloggers, tour operators, influential consumers and ski lovers in
NYC and throughout the US
INSPIRE Consumers to travel to France Montagnes’ destinations for their next ski trip &
encourage tour operators to program trips to your destination

3. CONCEPT
EVENT IN NEW YORK CITY
We will host an immersive event in NYC to promote the French ski resorts of France Montagnes to make guests feel
like they are in the middle of a ski resort in France. The décor, atmosphere and activities will be focused around the
theme of skiing and being in the mountains in order to highlight the glamour of skiing in France. The event will bring a
much-needed break from the heat for New Yorkers, as it will be hosted in the middle of the hot & humid summer.
ONLINE CAMPAIGN
We will generate dedicated content on the topics of your choice posted on our site us.rendezvousenfrance.com. We
will develop a dedicated media plan to draw traffic from the right audience directly to your page to get the most
exposure to your destinations.
PRESS TRIP
We will organize a press trip with key ski-related media outlets in order to provide the best coverage for your partners
firsthand.

4. TIMELINE
JULY
French Ski Event in
NYC
AUGUST-SEPTEMBER
Online campaign
NOVEMBER
Press Trip in France
Montagnes

5. LIVE EVENT
INVITATION
An invitation will be sent to our top press, travel trade, VIP contacts as well as trendsetting and influential members of the
public in and around NYC. The print invite will be designed to look like a postcard from the Alps, which will be
accompanied by a snow globe and fake snow ball, already transporting our invitees to the French Alps.
VENUE
Possible event spaces include the trendy Monarch Rooftop Lounge, Ava Lounge, and the Gansevoort Meatpacking NYC

6. LIVE EVENT
ATMOSPHERE
Entrance
To immerse guests as soon as they arrive, we will turn the elevator into a cable car, where guests will be greeted by a
hostess in a white bikini with moon boots, and a photo will be taken of them in the shape of a snowball.
The Forest
Evergreen trees will be placed on the terrace with a snow machine. A photobooth will be set up next to this “snowy
forest,” welcoming guests to take a picture in front of this landscape, posing with ski equipment and costumed hostesses.
The Pool
A plastic sled will be available for guests to slide down into the pool. Waitresses in bikinis will walk amongst the guests
holding trays full of fake snowballs. No instruction will be given. The goal is to trigger a fake snowball battle in the
summer, with hopes that the influential guests will take pictures and videos of their surroundings and post their reactions
on social media.

7. LIVE EVENT
ATMOSPHERE
Altitude Bar
Inside in the food & drink area, the air conditioning will be turned on as high as possible to remind our guests of the cold of
the mountains. Coats, scarves, and hats will be lent to guests.
Après-ski specialties like mulled wine and fondue will be served by waiters wearing ski outfits. There will also be a frozen
yogurt bar, and a selection of signature cocktails from renowned mixologists, which will be named after various French ski
resorts.

8. INFLUENCER TRIP
Expanding on the previously organized press trips, we will organize an influencer trip to France Montagnes, attracting
different media & bloggers to create more buzz and articles about the destinations & partners

9. ONLINE CAMPAIGN
We will create a dedicated landing page featuring content
promoting your destination, targeting influential tour operators
and consumers in the US
Sample content to feature on the page:
Deals & packages for all-inclusive ski trips
Skiing in France vs. Skiing in the US
Activities & things in the different ski areas
Where to stay & where to eat
Why promote skiing in France
A practical guide to planning a ski vacation in France

10. EXTERNAL MEDIA PLAN
To drive traffic to your landing page, we will obtain an effective media plan with key sites in order to attract the right
audience.
Sample media:

11. INTERNAL MEDIA
We will use our internal media to draw traffic to your landing page and content
Our media:
PLACEMENT IMPRESSIONS TARGET
1 facebook post
(@FranceGuide)
89,000+ Consumers
2 twitter posts
(@FranceTourismUS)
12,000+ Consumers & influencers
Travel Trade Enewsletter 26,000+ Travel Trade
Press Enewsletter 5,000+ Journalists
132,000+
Consumers, Influencers, Travel Trade,
Journalists

12. PRICING
PACKAGE 1 PACKAGE 2
Visibility at the Event Visibility at the Event
Featured on the Landing Page Featured on the Landing Page
Included in Press Trip & press release Included in Press Trip & press release
Featured in Media Plan
$5,000* $10,000
*note: will need a minimum of 6 partners at this price in order to organize the event