With the reopening of France's ski slopes this year after COVID, plenty of people have been checking out ski resort web cams in order to plan a trip to the Alps. And French train operator Ouigo took advantage of that to promote its fares.
In a stunt by agency Rosa Paris, the company erected billboards right in front of them snow cameras at l'Alpe d'Huez and Les Contamines, two famous ski resorts. The billboards told viewers that "10€ will get you to this side of the screen," promoting its 10 euro starting price, as well as other taglines like "Stop surfing, start skiing."
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"What's cool about this idea is that by hijacking the snow cams of ski resorts, the Ouigo brand is occupying a communication space that no one has yet invested in, in a playful and offbeat way," said Jean-Francois Sacco, co-founder of Rosa Paris, in a statement. "And by doing so, it’s almost the creation of a new media: the Webdoor."
The campaign is also encouraging skiers to take a more ecological route to the slopes, added Nancy Gravel Jacquemod, marketing and communications manager of the Les Contamines resort. "The idea of making people dream from a distance with the view of our snow cams while promoting the idea of reducing the carbon footprint at the resort are totally in line with our objectives," she said.
It's not the first time the brand has got creative with media. Last summer, it put ads on the back of trucks to encourage drivers to skip the summer traffic jams and take the train on their vacation instead.