PUBBLICITY IN THE MOUNTAIN
SPECTACULAR SCENARIOS EXALT THE BRAND
In the collective imagination, mountain resorts are real city brands, perceived in a precise and defined way, able to enhance and create distinction of the brand. Sestriere, Cervinia, Cortina, Madonna di Campiglio, Courmayeur, are among the most prestigious European mountain resorts and part of the GPS network.
Communicating through the mountain network of GPS means getting in touch with a metropolitan and highly-expanding target, which explores a global, brand-oriented and rewarding lifestyle and consumption. A nation of innovators and early adopters, which seeks empathy with valuable brands.
THE CONTEXT: SKI RESORTS
The Mountain is a point of contact with an audience having global and brand oriented consumption habits. Impact, memorability and advertising pressure enjoy the context and moment of communication.
The Alps are the main destination of winter tourism, attracting 43% of the world population of skiers. Cortina, Sestriere and the 2006 Winter Olympics Mountains, Cervinia, Courmayeur are among the most prestigious ski resorts on an international level.
THE MOMENT: THE HOLIDAYS
The holidays create unmissable opportunities to enter into positive connections with people through communication.
They inaugurate a euphoric moment, free the mind from habitual oppression, develop relationality (the basic principle of every form of life): the availability of relationships is favoured by positive contexts, of happiness and relaxation.
Communicating to people taking part in this holiday relaxation period means talking to more receptive ears, with more mental quality time a tour disposal. People who live without relational vetoes, with very high availability in receiving stimuli, to the point of being uncritical.
A TARGET OF ABSOLUTE VALUE
For every seaside or ski resort GPS analyzes the fluxes of consumers, identifying and overseeing strategic areas: the places with the greatest aggregation of users (such as restaurants, bar or ski school meeting point), the ticket offices, the ski slopes and the most used ski lifts, to reach with a mix of outdoor formats that play(s) a key role depending on the coverage and frequency goals of the brand.
Thanks to its Data Room, G.P.S. is able to provide a precise and reliable estimate of the contacts generated with the communication campaign.
Click and download the presentation of the GPS Mountain Network to discover locations, planning periods and formats.
Click to download and discover the opportunities of the summer period.
Click on the images to view the case history: