"Where snow is more than snow", the slogan of the Lleida Tourist Board for the campaign with the aim of promoting the alpine and Nordic skiing offer of the 11 winter centers.
The Provincial Council of Lleida, through the Tourist Board, will promote the 2013-14 winter season in the Pyrenees and the Lands of Lleida with the campaign “Where snow is more than snow”.
The aim of the Board is to promote the alpine and Nordic skiing offer of the 11 winter centres in the Lleida Pyrenees, as well as to disseminate snow tourism and après-ski and the wide and varied tourist offer that visitors can enjoy throughout the Lleida region during the winter season and which goes beyond the practice of white sports. The campaign presents as a novelty a photographic contest to which participants can send the photographs they wish to show what the snow of Lleida means to them and what emotions it transmits to them.
The campaign's slogan maintains the same slogan as the 2012-13 season, but introduces significant changes to both the graphics of the advertisements and the accompanying photographs. The campaign is aimed at directly promoting the skiing offer in the Lleida Pyrenees. It also reinforces the positioning of the multiple offers that visitors can find during this time of year in all of the Lleida regions, both those related to skiing and snow activities, and other tourism offers that are in good demand during the winter season, with cultural and nature proposals, excursions, activities and gastronomy, among others. The creativity of the new campaign incorporates different photographs of alpine and Nordic skiing, as well as landscapes, snow activities and heritage, and the list of the 11 ski resorts in the Lleida Pyrenees. The campaign is signed by "Ara Lleida" and the Tourism Board of the Lleida Provincial Council. It includes a graphic part for printed media, magazines, the internet and outdoor advertising and will be complemented by a television spot and radio spots. The broadcast will be primarily in Catalan and Spanish, although some originals will also be applied to the French media.
The campaign, which was presented to the Lleida Provincial Council together with the 2013-14 snow season in the Lleida Pyrenees, with the participation of those responsible for the winter resorts as well as representatives of other regional administrations and the Generalitat, will be carried out as a priority in the Catalan market and will also have a presence in the Valencian Community, the Basque Country, Castile and León, 250,000 euros.
Photo contest The campaign “Where snow is more than snow” incorporates this year as a novelty a photo contest through social media such as Twitter and Instagram, in which all those people who want to transmit their experience, emotions and the various activities that can be done around snow can participate. Participants can take one or more photos of what snow means to them and upload them to Twitter (@aralleida, @aralleida_es) or Instagram during the period between December 1, 2013 and February 28, 2014 with the hashtags #aralleidaneu and #aralleidanieve.
The prize will consist of a weekend for two people in a place in the Lleida region with leisure and wellness activities. Campaign dissemination via the Internet The new campaign, in addition to the photography contest and having a presence on the different online portals, can also be followed on the social media of Facebook, Twitter and YouTube. On the other hand, the website of the Tourist Board is one of the best tools for promoting the entire tourist offer of the Lleida regions, where ski enthusiasts will find updated news and new tourist proposals in the Pyrenees and the Lands of Lleida every day, while incorporating new sections.
Regarding the new snow season, the Board's website, which can be consulted in five languages (Catalan, Spanish, French, English and German), offers an information service to skiers via the internet, where the user can check the state of the slopes, weather forecasts, accommodation offers, the state of the roads, and connection to webcams.
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