This advert by the French ski resort of Les Menuires (taken from ‘Ski and Board’ magazine) struck me as a classic example of an advertiser thinking about what works for them rather than what will work for their target market.
On the face of it , it’s a cute idea. What is the inscrutable Bombadier thinking of? Skiing in Les Menuires, of course. And why not, it’s a well-located resort in a great ski area.
However, your average Brit couldn’t give two hoots about the changing of the guard. They are much more likely to spend a weekend in London shopping, than trying to make the Queen’s protectors smile. This ad is more likely to confuse them than intrigue them.
Overseas, it is a different story. The myth of the British Guards is an essential box to tick for any tourist. But to use it as your core advertising campaign to the British market is a mistake.
I’m willing to bet that this concept was originated by a French agency or most likely by the resort themselves. Please feel free to correct me. And Les Menuires, if you want any help understanding the British snowsports market, please do get in touch.
3 comments
James Vernon says:
May 2, 2011
You’re dead right, ski resorts’ marketing departments are so often dominated by the valley mentality, and lack understanding in what the rest of the world actually thinks (or will to understand). There are some exceptions, and they are usually the ones doing well…
Vix says:
May 17, 2011
Couldn’t agree more. Often, the resort destination marketing organisations also seem more concerned to see planned and delivered activity to match their marketing budgets, rather than any interest in customer response or actual results in terms of sales or pax to their resorts… Iain, if they had any sense, you would be busy for life!!!
iain says:
May 17, 2011
@James and @Vix: Glad to see you agree. It can be a struggle. There is some great marketing by resorts out there though and I’m trying to line up some interviews now for later in the summer, so we can share some of their tips.