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 out bikini girl…’
Another poster: One for the Ladies this time
Poster at the pool: The ultimate lifeguard?
Pamphlet with bizarre skiing William Tell type theme and extremely buxom ladies
By Iain Martin
2 comments
SnowBus.co.uk says:
Oct 7, 2011
I’ve always liked this series of adverts around the resort (and not just for their aesthetic qualities). In my opinion they just reflect the French nonchalance to the whole issue of political correctness. I can just imagine the meeting they were created in…maybe one person mentioned sexism somewhere towards the end, and the other members of the committee just shrugged their shoulders in that typical Gallic way and did it anyway.
They redressed the balance somewhat by adding one picture of a man’s ass, but other than that it’s the French doing whatever the hell they want…and I for one respect that!
iain says:
Oct 7, 2011
Spot on there. They know what they’re doing!