ACTION PLAN 2014

FRANCE MONTAGNES

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

CONCEPT

EVENT IN NEW YORK CITYWe 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 CAMPAIGNWe 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 TRIPWe will organize a press trip with key ski-related media outlets in order to provide the best coverage for your partners firsthand.

TIMELINE

JULY French Ski Event in

NYC

AUGUST-SEPTEMBEROnline campaign

NOVEMBERPress Trip in France

Montagnes

LIVE EVENT

INVITATIONAn 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.

VENUEPossible event spaces include the trendy Monarch Rooftop Lounge, Ava Lounge, and the Gansevoort Meatpacking NYC

LIVE EVENT

ATMOSPHERE

EntranceTo 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 ForestEvergreen 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 PoolA 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.

LIVE EVENT

ATMOSPHERE

Altitude BarInside 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.

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

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 tripsSkiing in France vs. Skiing in the USActivities & things in the different ski areasWhere to stay & where to eatWhy promote skiing in FranceA practical guide to planning a ski vacation in France

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:

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

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