"Where snow is more than just snow" is the slogan of the Lleida Tourist Board for the campaign aimed at promoting the alpine and Nordic skiing offered by the 11 winter resorts.
The Lleida Provincial Council, through its Tourist Board, will promote the 2013-14 winter season in the Pyrenees and the Lleida Region with the campaign "Where snow is more than just snow."
The Board's objective is to promote the alpine and Nordic skiing offered by the 11 winter resorts in the Lleida Pyrenees, as well as to promote snow tourism and après-ski activities, along with the wide and varied tourist offerings that visitors can enjoy throughout the Lleida region during the winter season, which go beyond the practice of snow sports. The campaign also features a new photo contest in which participants can submit any photographs they wish to show what the snow in Lleida means to them and what emotions it evokes in them.
The campaign's slogan maintains the same theme as the 2012-13 season, but introduces significant changes to both the ad graphics and the accompanying photographs. The campaign aims to directly promote the skiing opportunities in the Lleida Pyrenees. It also reinforces the positioning of the many options available to visitors throughout the Lleida region during this time of year, both those related to skiing and snow activities, as well as other tourism offerings that are in high demand during the winter season, including cultural and nature-related activities, excursions, activities, and gastronomy, among others. The new campaign's creative work incorporates various photographs of alpine and Nordic skiing, as well as landscapes, snow activities, and heritage, and a list of the 11 ski resorts in the Lleida Pyrenees. The campaign is co-sponsored by "Ara Lleida" and the Tourist Board of the Lleida Provincial Council. It includes a graphic component for print media, magazines, the internet, and outdoor advertising, and will be complemented by a television spot and radio commercials. Distribution will be primarily in Catalan and Spanish, although some originals will also be used in French media.
The campaign, which was presented to the Lleida Provincial Council in conjunction with the 2013-14 Lleida Pyrenees snow season, was attended by those responsible for winter resorts, as well as representatives from other regional administrations and the Generalitat (Catalan government). It will focus primarily on the Catalan market and will also be present in the Valencian Community, the Basque Country, Castile and León, Mallorca, and Madrid, with a budget of around €250,000.
Photo Contest This year, the "Where Snow Is More Than Snow" campaign includes a new photo contest through social media such as Twitter and Instagram. Anyone who wants to share their experiences, emotions, and the various activities available around snow can participate. Participants can take one or more photographs of what snow means to them and post them on Twitter (@aralleida, @aralleida_es) or Instagram between December 1, 2013, and February 28, 2014, using the hashtags #aralleidaneu and #aralleidanieve.
The prize will consist of a weekend for two people at a location in the Lleida region, featuring leisure and wellness activities. Campaign Dissemination Online The new campaign, in addition to the photo contest and a presence on various online portals, can also be followed on social media such as Facebook, Twitter, and YouTube. Furthermore, the Tourist Board's website is one of the best tools for promoting the entire tourist offering in the Lleida region. Ski enthusiasts will find daily updates on new developments and new tourist attractions in the Pyrenees and the Lleida region, while also incorporating new sections.
Regarding the new snow season, the Board's website, which is available in five languages (Catalan, Spanish, French, English, and German), offers an online information service for skiers, where users can check the status of the slopes, weather forecasts, accommodation options, road conditions, access to resort webcams, and more.
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