"Come skiing in Girona's ski resorts" campaign

The advertising campaign, scheduled to run throughout February and March, is aimed at promoting tourism in Girona's ski resorts and inland areas. It is targeted at the Catalan market, mainly using radio stations but also the press.

MARCH 2014

Throughout February and March of this year, the Patronat de Turisme Costa Brava Girona and Girona's five ski resorts are once again carrying out a joint advertising campaign targeted at the Catalan market to promote tourism in Girona's ski resorts and inland areas. Building on last season's successful radio and television ski resort advertising campaign, this year's campaign is bigger and better, with greater media presence, aimed at positioning the Pirineu de Girona brand as a standout destination within the Pyrenees.

The communication campaign devised by the Patronat de Turisme Costa Brava Girona to promote Girona's ski resorts is mainly targeted at young, urban (mostly from the Greater Barcelona area), well educated and socially active visitors with economic resources.

Girona's ski resorts will be promoted for two months in radio spots in the morning show Fricandó matiner on RAC105, broadcast on weekday mornings from 6 to 10 and hosted by Vador Lladó, and in the Fora de joc show on Ona FM, broadcast on weekday mornings from 7 to 12 and presented by Xavi Rodríguez. They are also featured in the Snow slot of the El matí i la mare que el va parir show on Ràdio FlaixBac. In addition to radio advertising, the promotional strategy for snow tourism and winter activities in the ski resorts of the Pirineu de Girona involves press ads (published in La Vanguardia, El Mundo Deportivo, Diari de Girona, El País, El Periódico and Diari Sport), promotions and television ads on RAC105TV, and Internet advertising in the form of banner ads on broadcasters' websites, as well as on YouTube and Facebook.

The advertising campaign also includes the production of five morning shows broadcast live from the Girona ski resorts themselves. The Fricandó matiner show on RAC105 will be broadcast live on 25th February from the Masella ski resort and on 25th March from the Vall de Núria resort. Fora de joc on OnaFM will be broadcast from the Vallter resort on 25th February and from La Molina on 18th March. The shows feature members of the public who will have the chance to win a day's skiing in a Pirineu de Girona resort as a prize for taking part in the broadcasters' promotions. The ski resorts will offer more than 300 free ski passes to live audience members of the programmes.

The Patronat de Turisme Costa Brava Girona and Girona's five ski resorts have jointly devised this campaign with the shared goals of presenting the overall tourism offer of the Pirineu de Girona to Catalan visitors, so as to increase the promotion of ski resort and inland tourism in the Catalan market, while attempting to increase demand and make it less seasonal.