"Where the snow is more than snow" , the motto of the Lleida Tourist Board for the campaign with the aim of promoting the alpine and Nordic skiing offer of the 11 winter centres.
The Diputación de 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 objective of the Board is to promote the alpine and Nordic skiing offer of the 11 winter centers in the Pyrenees of Lleida, as well as to promote snow tourism and après-ski and the wide and varied tourist offer that visitors can enjoy in the whole of the Lleida demarcation during the winter season and that goes beyond the practice of white sports. The campaign presents as a novelty a photographic contest to which the participants will be able to send the photographs they wish to show what the snow in Lleida means to them and what emotions it transmits to them.
The motto of the campaign maintains the same slogan as that of the 2012-13 season, but introduces important changes both in the graphics of the advertisements and in the accompanying photographs. The campaign is aimed at directly promoting the ski offer in the Pyrenees of Lleida. It also reinforces the positioning of the multiple proposals that visitors can find during this time of year in all the Lleida counties, both those related to skiing and snow activities, as well as 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 a list of the 11 ski resorts in the Lleida Pyrenees. The campaign is signed by "Ara Lleida" and the Tourist Board of the Diputación de Lleida. It includes a graphic part for print media, magazines, internet and outdoor advertising and will be complemented by a television spot and radio spots. The dissemination will be done primarily in Catalan and Spanish, although some originals will also be applied to the French media.
The campaign, which was presented at the Diputación de Lleida together with the snow season in the Lleida Pyrenees 2013-14, with the participation of those responsible for the winter complexes as well as representatives of other regional administrations and the Generalitat, was It will do so as a priority in the Catalonia market and will also have a presence in the Valencian Community, the Basque Country, Castilla y León, Mallorca and Madrid, with a budget that will range around 250,000 euros.
Photo Contest The "Where the snow is more than snow" campaign incorporates this year as a novelty a photo contest through social media such as Twitter and Instagram, in which all those who want to convey their experience, emotions and the various activities that can be done around the snow. Participants will be able to take one or more photographs of what snow means to them and post them on Twitter (@aralleida, @aralleida_es) or on 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. Dissemination of the campaign through 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 counties, where fans of the world of skiing will find updated news and new tourist proposals in the Pyrenees every day. and the Lands of Lleida, while incorporating new sections.
Regarding the new snow season, the website of the Board, which can be consulted in five languages (Catalan, Spanish, French, English and German), offers the information service to skiers online, in which the user You can check the state of the slopes, the weather forecasts, the accommodation offer, the state of the roads, connection to the webcams of the stations, etc.
Ara Lleida-Lleidatur Newsletter for Chus Castillo
Courtesy of Maroño for Infopirineo