While flicking through some of the snowsports mags last month, we at Skipedia were struck by the contrast between these two print ads (shown below).

It’s a way of life…
The Chamonix strapline ‘It’s a way of life!’ perfectly captures the reason we head to the mountains each winter.  The ad shows Chamonix’s most famous feature – Mont Blanc – with an aspirational action shot.

Note the final selling point at the bottom of the page: ‘Just one hour’s drive from Geneva’.  The toughest objection destinations have to address is how to travel the ‘final mile’.

It’s all about you… 
Now compare this to Les 3 Vallees’ offering.   The eye is drawn first to the lower half of the page.  The region’s logo is instantly recognisable, and then the strapline: ‘It’s all about you!

What does that mean?  Is a ski holiday in Meribel an egotistical experience?  Is Val Thorens a narcissistic mirror?  (Courchevel 1850, perhaps…)

The pictures don’t make it any clearer.  ‘It’s all about you!’  But in the clutter of images I can’t see ‘me’.   The two biggest pictures are of children.  Is it really all about them?  If so, then why not say it.

Perhaps there’s some ethereal point that I’m missing, but as someone who spent four seasons living in the Three Valleys, I know that it’s a fantastic place to ski or snowboard.  If ‘The World’s Largest Ski Area’ isn’t enough any more, it’s time to find a new strapline that engages, not confuses.

What's in a strapline?