Ten years ago Tignes was the ugly duckling sister of Val d’Isere. A bunch of purpose-built apartments whose only appeal was their proximity to the Grande Motte glacier. But this French resort has become a swan.

Tignes is exciting. Tignes is the location of X Games Europe – the only X games event in the Alps. Securing this event was a massive coup for the resort, but was the culmination of hard work and great positioning.

This process has been going on for several years, but is no more apparent than in their current promotional campaign, which shies away from political correctness and sticks to the theory that sex sells.

Here’s a selection of images we saw in use this winter:

Pop-up banner which loosely translates as ‘More action? You get three times more pleasure from Tignes…

Billboard poster - 'Check bikini girl out...'

Billboard poster – ‘Check out bikini girl…’

One for the Ladies

Another poster: One for the Ladies this time

Ultimate lifeguard

Poster at the pool: The ultimate lifeguard?

Pamphlet

Pamphlet with bizarre skiing William Tell type theme and extremely buxom ladies

By Iain Martin