flash CONFÉDÉRATION PYRÉNÉENNE NE S WJuin 2015 DU TOURISME

édition spécialE marché britannique

ÉDITO L’hiver 2014•2015 fut le point de départ d’une séquence de trois ans BILAN & visant à permettre aux Pyrénées françaises de gagner en impact, influence et efficacité auprès des professionnels du tourisme, des journalistes mais aussi des clientèles « ski » britanniques. Dès la première année, une cellule spéciale regroupant stations de ski, PERSPECTIVES aéroports et territoires intéressés par cette démarche a été mise en place. Plusieurs actions ont permis de démontrer à nos amis anglais la détermi- nation et la force du collectif « French Pyrenees » : salesbook, doudounes et PARTIE 1 bonnets griffés, conférence de Presse à Londres (novembre 2014), rencontres communication avec des TO au Ski Show (octobre 2014) et à Grand Ski (janvier 2015). 2 Voilà pour le volet pro. BILAN Hiver 14•15 5 Côté grand public, une campagne de communication presse/web en PERSPECTIVES Hiver 15•16 co-branding avec le TO Peak Retreats a été menée et une attachée de presse londonienne a été mandatée en parallèle, pour renforcer la visibilité PARTIE 2 et l’audience de la destination dans les médias britanniques. commercialisation Vous découvrirez ou redécouvrirez à la lecture de ces pages le détail des 6 BILAN Hiver 14•15 actions menées ainsi que les résultats obtenus dès la première année. 8 Vous découvrirez également les enseignements, témoignages et engage- PERSPECTIVES Hiver 15•16 ments de nouveaux partenaires anglais sollicités ainsi que les actions « britanniques » programmées en communication et en commercialisation par la Confédération pour la saison Hiver 2015-2016. édition spécialE marché britannique 2 3

PARTIE 1

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Acropolis now! 8 Do you know what Hippocrates Voyages de Campagnes de pub and Hercules have in common? One was born in Kos, the other was proclaimed king of the island after his ship was blown there in a storm. MPDN@N Voyages to Antiquity’s Light of Greece cruise is full of such nuggets of information. In Kos, excursions go to Asklepieion – dedicated to Asklepios, the god of health – which was the 4th-century’s Harley Street equivalent. In Delos, visit the Sacred Lake where legend says Leto gave Page the Oracle birth to Artemis and Apollo after 1 At just 6.4km long and 21.4m wide Family fun being cast out for seducing Zeus, the the Corinth Canal might not be as 3 Cruising in Greece doesn’t have king of the gods. In Crete, learn impressive as the Suez or Panama, to focus solely on history and about the fearsome Minotaur that is but it’s no less interesting. ancient sites. Royal Caribbean said to live in the Palace of Knossos. SeaDream Yacht Club’s 112- International’s cruise from Venice, The cruise starts in Istanbul and passenger SeaDream I is one of on Splendour of the Seas, promises ends with two nights in a hotel in very few ships that can squeeze a family holiday with plenty of fun Athens. through its narrow man-made diversions for all ages both ashore, channel that connects the Gulf of and at sea. Corfu and Mykonos have Voyages to Antiquity (voyagesto presse co-brandées Corinth with the Aegean Sea, nice beaches, while a visit to the antiquity.com; 0845 437 9737), 15 days, communication separating the Peloponnese from Drogarati Cave, filled with stalactites departs September 14, 2015. From the Greek mainland. On this cruise and stalagmites and a boat trip on £2,650 per person including flights and from Dubrovnik to Piraeus, Melissani lake provide an excursions. SeaDream transits in the evening, interesting day out from Argostoli, between visiting the islands of Itea, the capital of Kefalonia. An where you can page the Oracle at Northern Cyclades afternoon to explore Athens from 9 Known as the Gibraltar of the the Sanctuary of Apollo at Delphi, the port of Piraeus adds a touch of East, Monemvasia sits on a small and Hydra, where donkeys are still cosmopolitan culture. On board island off the east coast of the the main means of transportation. there are swimming pools, a rock- Peloponnese, connected by a Un plan média presse et digital In scenic Parga you can paddle in climbing wall and free children’s causeway. The name comes from the Acheron River – in Greek clubs — and a spa and solarium for the Greek mone and emvasia, which mythology this was the watery the grown-ups. means single entrance. When you border between life and death that enter through the fortress gate you’ll led Calliope to the underworld Royal Caribbean International see it’s the perfect moniker. The kingdom of Hades. (royalcaribbean.co.uk; 0844 493 4005), town one was sizeable; today just a seven nights, departures from May to few hundred people live in the SeaDream Yacht Club (seadream.com; October, 2015. From £1,121 per person beautifully restored houses crowded 0800 783 1373) seven days, departs July including flights. around narrow streets and squares BILAN Hiver 14•15 4 2015. From £3,391 per person. filled with tavernas and cafés. Star co-élaboré et co-financé par Peak Old favourites Clippers brings you here under sail The real thing 4 Founded in 315BC and named on the last day of a cruise around 2 Fancy an authentic Greek after the sister of Alexander the IA the Greek Islands that also visits experience on a sunshine cruise Great Thessaloniki is Greece’s OL Patmos, said to be where John

FOT around the islands? Then say second-biggest city. The Byzantines, ; received a vision from Jesus, and kalimera to Celestyal Cruises, a new Ottoman and Romans were all here MY Amorgos, where the monastery of name with a mature pedigree (it’s a at some point over the centuries, but ALA Hozoviotissis is the main attraction. brand of Cypriot line Louis Cruises) Silversea is one of few cruise lines that promises everything about its to visit. Its biggest ship, the six-star because it also happens to be a Star Clippers (starclippers.co.uk; 0845 two ships Celestyal Cristal and Silver Spirit, will be there on a 40-minute drive from Olympia, 200 6145), seven nights, departs May 9, Celestyal Olympia, will be Greek Odyssey Retreats et la Confédération fut mis voyage from Istanbul to Piraeus that birthplace of the Olympic Games. 6 Swan Hellenic returns to its Santorini, top, features 23, June 6, August 8 and 22 and October authentically Greek, from the visits Greek favourites Rhodes and Seabourn is offering tours to the roots with this voyage around Island fling 10, 2015. From £1,350 per person. and wine to the on-board food on several cruise trips; Mykonos as well as Marmari site when it visits the port next Greece that begins with a tour of the Silver Spirit, above 7 Santorini is best known for its entertainment. Cruises start in Kusadasi in Turkey, but also sa and few summer and, although you can the Acropolis in Athens and ends white houses perched atop volcanic Piraeus or Lavrion, a port near right; and Nydri on In the swim less-visited ports. Kavala has an explore alone, a guide will help with a day in Nauplia to visit the Lefkada, above left rock but its greater claim to fame is 10 Swap Greek mythology for lazy Athens airport, and are mainly three interesting old city with an make sense of the ruined temples, ancient city of Mycenae. During the the eruption in 1650BC that caused days on the beach and evenings in or four nights – useful if you prefer Ottoman-built acropolis; Volos is gymnasium and running track cruise scholars will give talks on the centre of the island to implode, local tavernas on Variety Cruises’ to factor in a few nights on land. the gateway to Sesklo and Dimini, where Greek and Roman athletes Greek and Turkish history. There’s leaving a huge caldera and two Jewels of the Cyclades cruise. The Alternatively, combine a couple of believed to be the oldest centres of competed. The cruise, between an overnight in Rhodes to visit the small volcanic islands. The volcano voyage, on a 50-passenger motor itineraries for a week of island- civilisation in Greece. In Patmos, Piraeus and Venice, also calls at Gothic Grand Master’s Palace, used T spewed out ash, lava and pumice yacht, starts and ends in Piraeus and en œuvre. hopping. An Iconic Aegean cruise visit the Monastery of the Monemvasia, Nydri, which is as a holiday home by Mussolini, TRAVEL stone which, it turns out, is fertile visits tiny islands and bays off the combines six islands (Santorini, Apocalypse, where St John is said to popular for its beaches and also and a sail past Mount Athos where ONLINE ground for vines. On this Princess main tourist trail such as Poliegos, Crete, Rhodes, Smyi, Chios and have written the Book of Revelation. walking, and Corfu, for its beaches more than 20 monasteries dot the cruise you have a choice – hike to Folegandros, Paros and Kythnos. But Mykonos) with two bites of Turkey - or shopping in the cobbled streets slopes. Learn about Minoan history Expert advice the top of the volcano in the centre you can’t escape the crowds – or a day in Istanbul and afternoon in Silversea (silversea.com; 0844 251 of the old town. The cruise ends in Crete and ancient Akrotiri in of the caldera or visit a winery and history – completely. There is a day Kusadasi. 0837) nine days. Departs October 7, 2015. with a visit to Dubrovnik and a day Santorini (excursions are included taste the local honey-sweet wine, in Santorini with tours to Akrotiri From £2,850 per person. anchored in Triluke Bay in Croatia in the cruise price) and visit Milos, The ultimate Vinsanto. Starting in Civitavecchia and Oia, a morning visit to Delos Celestyal Cruises (celestyalcruises.com) where you can sunbathe, kayak where the ancient marble Statue of guide to Greek in , the cruise takes in Greek and an overnight in Mykonos. Once three, four or seven nights, departures , Going for gold and swim. Venus was found. islands and favourites Rhodes and Crete, visits a hippy hangout, it is now an March to October, 2015. From £233 per 5 The pretty Greek port of Kusadasi for a tour to the Roman upmarket spot with whitewashed Un travail en étroite synergie des deux person for three nights. Katakolon is overrun with cruise Seabourn (seabourn.com; 0843 373 holiday regions city of Ephesus, and ends h Swan Hellenic (swanhellenic.com; ouses and lively nightlife. in Piraeus. ships and tourists in high season 2000), seven nights, departures from May 0844 417 2413), 15 days, departs to September. From £2,499 per person. September 16 2015. From £2,905 telegraph.co.uk/ Princess Cruises (princess.com; 0843 Variety Cruises (varietycruises.com; 020 including flights and excursions. destinations 374 4444), seven days, departs June 13, 8324 3114), seven nights, departures 3 1 August 15 and September 19, 2015. From from April to October 2015. From £1,154 per person including flights. €1,551/£1,214 per person. partenaires a permis d’optimiser le Jane Archer Retombées presse Catherine budget investi. Il est intéressant de constater la Cooper multiplication des thématiques traitées 9 >11/01/15 Thème : Cauterets – Famille - Top 10 par les journalistes : ski&spa, rando, Publication : Family Traveller Magazine famille, vie de village… Il s’agit des clés d’entrée qui positionnent les Pyrénées 2 comme une grande destination.

| TELEGRAPH TRAVEL The Marcadau Valley and Grande Fache Saturday, November 29, 2014

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IP that you stop for extra sandwiches suited to intermediate skiers. will know that it is fraught staircase – in its time a playground then shuffling into a cylinder of of one of those interminable bus on the other side of the valley, the IL for the train, and the palaver of Arcs; the Eurostar Awith difficulties. First: how long to for Batman and the Spice Girls. recycled air and no-inches-to-spare journeys from Geneva, many skiers sunsets an epic nightly show of check-in, security and the like, eliminates much of the National Geographic Traveller PH 64 FRANCE MAGAZINE dwell over breakfast, which in our After all that, the walk past the seating had been utterly eliminated aiming for Arc 1600 will find burnt orange subsiding to purple which adds – ooh – about eight from our schedule. hassle of a ski holiday; Checkinto…Thefive-star Rosa Alpina case was taken in the elegant elegant Booking Office Bar and themselves on the funicular that the Derby chairlift in and black, best enjoyed over a Chambers Club, a silent sanctuary minutes in total. Nightmare. Yes, there was a certain amount of glass of cheap sauvignon from the Restaurant takes at least a minute, It is impossible, in fact, to feel shoots upwards from station to Les Arcs hotel(+390471849 500; rosalpina.it)in of leather chairs and generous especially if you pause to dwell competitive on-board picnicking resort in seven minutes. In our local Spar. Sure, the ski lockers portions of granola. Another latte, more relaxed on departure for a among rival families in our carriage. fondly on those splendid Loch Duart case, we spent less than half an hour s sir? Oh, go on then. That’s half an family ski holiday. As the 9.39am to And, yes, there was some shared SanCassiano.It’shome to theMichelin salmon fishcakes and the posh Bourg-Saint-Maurice swished from hour lost, right there. Then it’s off to cheese-on-toast the children Welove2ski two-star St Hubertus restaurant, below, collect your cases, stuffed with ski k 80 and head chef NorbertNiederkofler is Bestfor families i one of thoseparticipatinginthe slope s Nevermind thelovely 19th-century by alocal shepherd, whichserves a t food programme. p n architecture and grand thermalspas, traditionalfood. a e Eatat…Skiand eatyour wayaround Cauterets in theHautes-Pyrénées r t m Skyatnigh Checkinto…The Hoteldu Rebecca theSella Ronda on a gourmetski safari (cauterets.com)inFrancewas the Lion d’Or,which offerslarge ledbyqualifiedlocal mountain guides snowiest placeinthe world last year. family rooms and afantastic menu. with bespoketravelcompany Dolomite It’s afamily-friendly skitownwith Aseven-day half boardpackage Mountains (dolomitemountains.com). 100kilometres of quiet,wide-open forafamily of four costs€1,967 ••• slopes best suited to beginners Barnes a breath of fresh air. (pyreneescollection.co.uk). and intermediates. Forthe more advanced skiers and boardersinthe family,Cauterets shares itsliftpass with nearby GrandTourmalet,while 10/03/15 die-hards will want to attemptthe off-pistedescent from PicduMidi. Despite itsgrand history, Cauterets Thème : Ski & Spa Cauterets hasafriendly,down-to-earth ambienceand families will also enjoy cheaper pricesthan manybig name Publication : Belle About Town Frenchresorts. Relaxin … Thenaturally heated thermalwatersof LesBains du Rocher spa(bains-rocher.fr). It features jetbaths,steam rooms and ART HISTORY ABROAD A gap year is for everyone indoor andoutdoor thermal pools, - find out how you can make a difference at allset againstthe beautiful natural www.Ecoteer.com backdropofthe Pyrénées national park. Admission€17. What do you Eatat…L' EtapeduBerge,a think you’re I mountain hutatLaMongierun staring at? Courses for the Gap Year SK which broaden your RTS cultural horizons SO 108 | OCTOBER/NOVEMBER 2014 Ski between the Atlantic and the Mediterranean. RE phy ineMur Telephone piste: Cather Pick your theslopes. 01284 774 772 Large, unspoilt snow-sure ski areas. ks out www.arthistoryabroad.com chec Charming villages with first-class family amenities. The finest Pyrenean traditions of genuine hospitality and relaxing spas. rip tthen troadt to your hear Bes p” bringjoy rt “city, ski, si ay to go.Sta If thewords trip is thew canski road isco,take Toulouse, Tarbes/lourdes, Pau, CarCassonne, PerPignan orth Ameri oSan Franc Call us Today: 0844 576 0176 aN with avisitt ng the hyour trip ne toursalo or finis pa valley wi enly resorTs ToP heighT – 2100m To 2877m noma or Na at the Heav pyreneescollection.co.uk in afew So in LasVegas ty like you’re de Lake wayand par enly.com)besi 575 km of PisTes self-drive or accommodation only packages sort (skiheav thearea, Mountain Re est resort in est and bigg statelines exTensive snow aCTiviTies hoe.The high and Nevada Ta sCalifornian Lake nlystraddle larviews of Heave ectacu Will 10 firsT-Class sPas Corbis HPTE, JNH, Photos: © Kudeta. he most sp ge of also offerst yoffers aran and res, Heavenl der, At 3,068met nfor itspow Tahoe. tisbest know slopes bu rgentler intermediate canyons. 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Widely considered the best snow festival out there, Publication : Adventure Travel Mag • Magazine distribué également pendant le Ski Show à de novembre 2014 à avril 2015 THE Snowbombing is responsible for a fair few sore heads every April. Luckily, they also have a good idea of how q u a l Londres i t POSHEST to fi x the damage. “Swing by Hans the Butcher fi rst y thing [Mayrhofen’s fi nest purveyors of pork] and grab f r o m ” recommends Gareth Cooper, BURGER a huge ham roll, FAMILY TRAVELLER owner and founder of the festival. “Then we get up the s k 80 mountain on the fi rst lift and perform the daily warm- Burgers just keep getting XXXXXXXXXXXX i . That’s right, we have the s TELEGRAPH SKI AND SNOWBOARD up ritual with Mr Motivator a t bigger and better in the p n one and only Mr Motivator, on the mountain in Lycra a r t m e 95 000 visites/mois mountains. The pinnacle has PYRÉNÉES in Zermatt: from 9am every day to blow away the cobwebs. That’s to be Chez Vrony’s XXXXX how we roll!” 6-11 April. snowbombing.com PYRÉNÉES a giant hand-formed beef a breath of fresh air. 80 000 lecteurs et 285 000 internautes de patty made from grass-fed It takes less than an hour • 3 newsletters avec la bannière Alpine beef, chucked in a to get down, but four multiseed bun and topped times that long to haul septembre à avril a laden sledge back again « » with bacon, carrot and celery salad, and cocktail sauce. to pick up supplies at Pont d’Espagne, where the road from Cauterets runs out. It takes less than Sure, at 31CHF (€25.65), it’s an hour to get down, but more than four times that • 2 pleines pages de pub en décembre 2014 envoyées à 25 000 abonnées le 16 novembre 2014 long to pull a fully laden 80-kilogram sledge back an investment, but one yourup again. stomach will thank you for. “I do like the winter though,” Yannick said. “I love being here when a storm hits.” After • 1 page publi-rédactionnelle en janvier 2015 a moment’s reverie, he added: “Last winter one storm lasted 15 days and there was six metres of snow, but that was wonderful and with no guests I read books, slept and listened to music. But in the winter there are many emergencies – sometimes 042 TELEGRAPH.CO.UK with ice and the pipes bursting.” t was still dark when Joël Castéran, my Dominic Breathing struggle snowshoeing guide, jumped from his bunk in shovel and a transponder that I had to wear across the Wallon mountain refuge deep in the Ski between the Atlantic and the Mediterranean. The next morning, when I finally emerged from my my chest at all times. Pyrénées south of the spa town of Cauterets. blanket cocoon, I found Yannick and Joël chatting Detecting my anxieties at the unforeseen and Spanish sides. The French had the chasm to FAMILY TRAVELLER I Large, unspoilt snow-sure ski areas. While he frantically put on layers and thick socks, over breakfast. Still feeling the cold, I sat as close additions to my load and how seriously he was cross while the Spanish had to negotiate the Port du 14/10/2014 15:10 I sat up and looked out of the window over the Charming villages with first-class family amenities. to the cast-iron Godin stove as I could without taking the avalanche threat, Joël revealed one of his Marcadau; a 2,541-metre 8 283 000 visites/mois snow-filled Marcadau Valley to watch the sun rise crossed depriving the others of the heat. own: “I know I can find you and get you out, but weaknesses in the near-impregnablecol and one rocky of the border. few Killinger The finest Pyrenean traditions a threshold slowly from behind the 3,298-metre summit of Breakfast was a basic affair of muesli with dried can you find me and get me out?” Beyond the bridge I followed the marked route into a lost world. milk, dried biscuits and hot chocolate, whereas Mont Vignemale and illuminate the jagged ridge of genuine hospitality and relaxing spas. and sautéd potatoes, cheese from nearby Loubosso. At the foot of Grande Fache’s north face It hadn’t snowed for ten days and the sky was across the Plateau du Clot. It was busy with EJ155_038_SkiSpecial lg.indd 042 Skirting the similarly frozen Lac de Pourtet and that forms the border with Spain. Here the snow dinner had been a civilised four-course meal that Arrens-Marsous and a high-calorie chocolate a deep, clear blue, so our chances were good. cross-country skiers and sledging families, so I did and just below the Port du Marcadau, this was moving through a narrow canyon, we emerged at encased everything but the 65 000 lecteurs/mois had begun with an aperitif of kir served with slices brownie with coffee. The refuge was built at 1,865 metres more than where people from both sides of the border gathered the summit of the The threat would come from izards, sure-footed not yet feel the exhilaration of the high mountains. Toulouse, Tarbes/lourdes, Pau, CarCassonne, PerPignan col to an entirely different a century ago to provide gentlemen climbers with steepest crags and was largely Call us Today: 0844 576 0176 of black pudding and 29/03 > 03/04/15 saucisson. Cauliflower • 500 000 impressions des bannières It was bitterly cold outside and I struggled at first to trade, hold large markets and settle disputes over perspective. Now the view was expansive and goat-like creatures that lived on the high cliffs At Pont Cayan, no more than planks across the and potato soup was followed by confit de canard to regulate my breathing. The snowshoes that I had a base from which to conquer the highest peaks, untracked. The wind had blown it into billows and resorTs ToP heighT – 2100m To 2877m pyreneescollection.co.uk grazing rights. Up until the 20th century this area stretched east over hundreds of snowy peaks. To my and steep slopes even in winter and frequently vigorous Gave (river) de Marcadau, I donned my planted in the snow by the door the previous night and it makes few concessions to comfort. Despite crests, and it was only at the scalloped edges worn was, in the minds of its inhabitants, neither France untrained eye, only the Pic du Midi with its summit triggered avalanches. snowshoes and set off on the narrow track that 575 km of PisTes self-drive or accommodation only packages were now welded to the ground and took some nor Spain, but the Pyrénées and they settled things the ‘double glazing’, with panes set half a metre away by the river that I could see the snow was at transmitter could be identified with any certainty. followed the river upstream. exTensive snow aCTiviTies effort to remove. I was anxious to set off and get their way. apart, it retained little heat and fear of the icy cold least three metres deep. • 1 pleine page pub Sensing that the day was growing warmer, we Ice-coated bridge Thème : Famille « » SAME PLACE, the blood flowing to my rapidly cooling extremities. induced an inertia that bound me to my blankets. The sun reflected from every surface and I had to 10 firsT-Class sPas Corbis HPTE, JNH, Photos: © Kudeta. That all changed when General Franco’s Fascist descended without hesitating at the summit. On this Joël dealt with his anxiety by burying his The sun was up, but Vignemale, the highest point in put my hand to my forehead to view the high peaks DIFFERENT regime came to power in 1939 in the aftermath of side the snow was fresher, deeper and softer and Below at the door, the two other guests were PACE the French Pyrénées, cast a long, cold shadow. transponder and showing me how to use mine, With peaks on all sides, the Spanish Civil War. Initially, the border was I sank to my knees with every step downwards. clipping into their skis and I watched them slide off that ringed my horizons. Suddenly I felt intrepid just The Marcadau Valley is even more popular with visitors in the summer, when The day before, every step had been accompanied first to pinpoint the device and then dig it out. patrolled to catch Republicans escaping from Spain The descent was slow and tiring, and I often had toward the river until their head-torches’ bobbing I felt as vulnerable as being here. walkers take over from snowshoers to explore the beauty of the Pyrénées national Trained and loaded up, I set out behind my guide In The Snow • Rédactionnel en décembre 2014 by a soft thump as the snow gave way beneath me Publication : sur novembre, décembre et janvier 2015 , and then during World War II to capture prisoners- to stop to dig out a pole or a snowshoe that I had beams could no longer be seen. Wood smoke rising straight up in the perfectly park. The peaks and cols are readily accessible for experienced mountain walkers but now the snowshoes scraped and clattered as up the path to the Pont d’Espagne itself, past Telegraph ski & snowboard magazine – Full page.indd 1 12/11/2014 15:12 of-war and Jewish refugees fleeing the Nazis in the left behind. When we reached the tree-line, the Joël had assured me that an early start was an insect caught in the cold still air indicated that the Wallon refuge – or anyone accompanied by a guide. the small steel points on the underside bit into the the mountain restaurant and the chairlifts that opposite direction. Even in peacetime French snow was very soft. It was a descent that Joël said necessary if we were to complete the climb, via named after a 19th-century French climber – was A trek over the Port du Marcadau (2,541 metres) will take you into Spain. rock-hard ice. Despite the thinning air, progress service the small ski station. depths of a Venus flytrap climbers often had to stop just a few metres short of would involve “eating many trees” as we slid nearby. When I arrived a few minutes later at the Another popular walk is from the Pont d’Espagne (1,500 metres) up the Vallée de was rapid. a series of frozen lakes, over the 2,460-metre summits that lay on the Spanish side. uncontrollably through the branches until crashing Now built of stone, the bridge over the Gaube via the Lac de Gaube (1,725 metres; 8km one-way) and following a section that lay to the north of the refuge. We would then long two-storey building, Yannick Le Lay, the hut I carefully followed Joël’s line up the increasingly col 25-metre-deep chasm of surging spray and into a tree trunk, often with a mouthful of bark The snow was deeper and softer away from the guardian, was sitting in the doorway to the kitchen of the famous Haute Randonnée Pyrénéenne (HRP) and the lower-level GR10 hiking convex slope, making sure that I matched his pace continue in a loop to return to the Pont d’Espagne Tenacious animals pieces and pine needles. Immediately on my left ABOVE LEFT: The meltwater was once no more than felled trees. well-worn trail and it took concentration to attempt trail. Continue all the way to the Refuge des Oulettes de Gaube (2,151 metres; 14km so as not to fall behind. As the sun moved higher, before the March sun softened the snow to the point peeling potatoes and grinning at his new arrivals. Continuing upwards, respite came in the form of the a vigorous waterfall tumbling over rocks reminded Pont d’Espagne in Without it, trade with Spain by this route would to place my feet in the footsteps of those who had one-way) for close-up views of Vignemale and its diminishing glaciers. the shadows grew shorter and the true majesty of where the risk of an avalanche would be too high. Smeared with sun cream and listening to Indian perfectly level surface of the frozen Lac Nère. me, despite my growing fatigue, that I had to stay CLOCKWISE FROM late spring; Ski de have been impossible. Standing on the ice-coated gone before. As the valley grew narrower the path Snowshoeing isn’t the only winter option for trekkers, as ski de fond the mountains was revealed. I could now see most I was, however, fully kitted out for the music reminiscent of the hippy trail, Yannick has Joël had no qualms about going across the middle alert and take care. TOP LEFT: The Wallon fond in the Lower bridge looking down into the ferment, I felt queasy climbed up through the increasingly sparse pine (cross-country skiing) is growing in popularity. After a lesson in the classic of Vignemale’s sheer north face and also that eventuality. Before setting out the previous day from found contentment in his isolated workplace. He of what was a very deep lake, because he said it It was with some relief that I reached Pont Cayan mountain refuge; Marcadau Valley; at the thought of crossing it on a slippery log. trees and the now rocky cliffs towered overhead. technique, you’ll be ready to try one of the easier marked pistes such as the blue of the 3,005-metre Grande Fache, which was vivid lives here from the beginning of February to the end would be June at the earliest before there was and re-joined the marked snowshoeing trails across the Pont d’Espagne car park at the entrance to the circuit to Pont Cayan. Sticking to the double grooves you’ll be amazed at the Equipment and Trekkers follow Marcadau is the Occitan word for market and for The path had broadened, but I sensed that the drop and intimidating. There were no trees and no a thaw. Perhaps more worryingly, I could see Pyrénées national park, Joël had added a two-metre- of November, the only semi-permanent resident in the Plateau du Clot. The trek had taken just 36 clothes dry in the sun a well-tracked path several centuries, and perhaps even millennia, there to the unseen river was considerable. With peaks on ground you can cover sliding along and pushing forward with your free heels. shelter, and if an avalanche were to occur there the valley. dozens of izards moving gingerly one at a time hours, but it felt much longer. I had visited a winter outside the refuge; long collapsible aluminium probe, a large folding Any aches and pains after a day in the mountains can be soothed away with seemed nowhere to run. was a continuous summer trade in livestock and all sides, I felt as vulnerable as an insect caught in across the steepest slopes. I wondered if their world known to very few. Despite the cold, the Paul’s guide, Joël Offering me a beer, Yannick was keen to chat. a massage or a swim in the thermally heated outdoor lagoon at the Bains des Cutting seats from the snow, we stopped for useful items such as iron nails between the French the depths of a Venus flytrap. caution meant that they perceived a danger that we early rise and the risk of avalanche, I would tempt Castéran, breaks for Originally from Paris, he had spent 20 years Rochers in Cauterets (tel: (Fr) 5 62 92 14 20, www.bains-rocher.fr). lunch. With a clear view of the opposite side of the Emerging from the depths, the path turned sharp could not. In this seemingly sterile world of snow fate and do it all again. lunch overlooking 60 FRANCE MAGAZINE PHOTOGRAPHS: HPTE/YANOUS.COM; PAUL LAMARRA; HPTE/MATTHIEU PINAUD/OT CAUTERETS working in three other Pyrenean mountain refuges. valley, Joël was able to point out the Plateau de right into the upper valley and I felt as though I had PHOTOGRAPHS: PAUL LAMARRA PAUL PHOTOGRAPHS: and ice, their tenacity was impressive. See next page for travel information. ➳ Mont Vignemale As well as cooking for up to 120 climbers, he has to ski down with a sledge up to four times a week www.completefrance.com 62 FRANCE MAGAZINE ➳ www.completefrance.com www.completefrance.com www.completefrance.com FRANCE MAGAZINE 63

FRANCE MAGAZINE 61 édition spécialE marché britannique 4 5

PERSPECTIVES Hiver 15•16

Il a écrit :

Le marché britannique représente un réservoir important de skieurs même si il ne peut être question de rentabilité nous concernant dès la pre- et amateurs de montagne. C’est aussi un marché ou la concurrence entre des mière année. Mais nous nous y attendions. destinations est féroce. Dans une stratégie de construction d’image il est important que le message Inscrire notre investissement dans le temps est absolument nécessaire. soit clair à retenir pour le public. Les Anglais emploient le terme de USP La répétition fait partie de tout principe de lancement efficace. Les vacances Olivier (Unique Sales Proposition). au ski s’accommodent d’aléas climatiques ou économiques, mais le succès appartient à ceux qui font preuve de constance dans la durée auprès des Lepoureau La marque « » répond parfaitement à prescripteurs et des intermédiaires. Parmi les meilleurs exemples de présence Directeur associé de Peak Retreats cet impératif. C’est au demeurant la seule dans son univers. active et remarquée sur le marché britannique : Les 3 Vallées et Le Tyrol. Elle éveille l’intérêt de la nouveauté, revendique explicitement que l’on est en France et illustre d’un trait les valeurs caractéristiques de la destination par En conclusion, il existe encore de fortes retombées à entrevoir à partir des rapport aux massifs concurrents. efforts produits en 2014/2015. Votre détermination collective appuyée sur la PERFORMANCE nôtre a donné le bon cap. L’accueil de la part de nos interlocuteurs et de nos La campagne 2014/2015 a reçu un écho très positif comme en a témoigné la clients est enthousiaste et l’attrait du massif pyrénéen auprès des Britan- ER participation à la soirée organisée à Londres et qui a rejaillit au travers les niques est flagrant, du fait peut-être que la destination est restée trop discrète DU 1 SITE ANGLAIS nombreuses sollicitations de visites de journalistes. « Pyrenees Collection » qui pendant longtemps. C’est une opportunité à continuer de travailler, car il y a s’est associée à cette démarche en investissant dans un nouveau programme peu de destinations ski de qualité qui peuvent prétendre à être découverte ou 100% Pyrénées et un nouveau site internet, a recueilli un trafic de plus en plus important, redécouverte.

www.pyreneescollection.co.uk La stratégie de communication demeurera inchangée et s’appuiera sur les DEUX mêmes leviers :

Au niveau 1• LES RELATIONS PRESSE octobre 2014 du trafic Renouvellement du contrat d’attachée de presse date de mise en ligne publicitaire payant : de Vanessa Fischer pour la période septembre 2015/mars 2016 Google Adwords + 25,5 millions À prévoir : Réalisation et envoi d’un dossier de presse Bing CPC et de 4 communiqués de presse. Trafic cumulé 1,5 minutes nombre d’impressions du 01/10 au 31/03 : (temps moyen/visites) Participation aux rencontres presse du London Ski Show (5 au 8 novembre 2015) 38 886 Organisation d’une Conférence de Presse à Londres visiteurs unique 2,90 100 % « French Pyrenees » (dont 12 000 en janvier qui a été Position moyenne sur la page Date pressentie à confirmer : le jeudi 19 novembre 2015. Vanessa Fischer (au centre) lors de la conférence de presse à Londres. logiquement le mois le plus fort) 0,42 2,3 taux de clic moyen Nombre moyen de pages vues/visite €18 000 dépense sur la période 2• lES ACTIONS DE COMMUNICATION CO - BRANDéES Elles reprendront une mécanique semblable à celle initiée En détail : et testée avec Peak Retreats en année 1, à savoir : pourcentage Établissement d’un accord commercial avec le TO pour Mise en place d’opérations de Marketing online du trafic Google Organic : 2 074 (6%) Phase Phase N° 1 : la programmation d’une offre dans les Pyrénées françaises N° 2 : (newsletter/adwords) et de campagne publicitaires presse et web Autres : 6 843 (18%) 4 TO sont concernés pour la saison 2015/2016 : Le principe est le suivant : le plan média est proposé et négocié par le TO pour une optimisation des choix et remises commerciales avec les supports. Bing Organic (MSN, Yahoo and Bing) : 1 886 (5%) Google Adwords : 23 595 (60%) - PEAK RETREATS Commentaire Peak Retreats - ERNA LOW Le concept créatif est maîtrisé par la Confédération sous contrôle du TO, en phase avec les codes - SKI CLUB DE GRANDE BRETAGNE publicitaires britanniques. Les coordonnées de renvoi mentionnées sur l’annonce sont celles du TO. Les campagnes s’échelonnent entre octobre 2015 et février 2016. L’objectif commun fut et demeure de donner de la visibilité à - ski solutions Bing CPC (MSN, Yahoo and Bing) : 4 488 (11%) la destination « French Pyrenees » et de ce point de vue, c’est une Les plans médias font l’objet d’un co-financement de la part du TO et de la Confédération. vraie réussite. Les chiffres de trafic sur Pyrénées Collection sont signi- Montant estimé de chaque campagne : entre 20 et 60 K€. ficatifs. La conversion en termes de ventes n’est pas encore suffisante Reporting du TO/performances et retours enregistrés € pour parler de rentabilité directe. Nous demeurons dans une phase Phase La part « pyrénéenne » provisionnée pour l’ensemble de ses campagnes devrait s’élever à 100 K d’investissement. Sur les douze derniers mois, si on parle en coûts N° 3 : minimum (ressources propres de la Confédération + participations des membres de la cellule directs pour notre entreprise (développement du site, online marke- « »). ting) Peak Retreats a investi 50 000€, et la commission sur les ventes est sur cette saison environ de 10 000€.

Pour rappel : membres de la cellule « » Hiver 14•15 Aéroport de Toulouse-Blagnac - Ax-les-Thermes - Cauterets - Font Romeu - Hautes-Pyrénées Tourisme Environnement - Le Grand Tourmalet - Les Angles - Peyragudes - Saint-Lary. édition spécialE marché britannique 6 7

PARTIE 2 2• PERSPECTIVES Jonny Casisidy spécialisé dans les séjours incluant une offre « hors-piste ». Hiver 15•16 STATIONS VISITées : Saint-Lary Peyragudes Fait nouveau qui doit conforter la volonté des Pyrénées commercialisation les 29 et 30 janvier 2015 d’affirmer plus que jamais en 2015/2016 leur détermi- La météo n’a pas permis une visite du Grand nation collective de faire valoir leurs atouts spécifiques BILAN Hiver 14•15 Tourmalet pourtant programmée. Jonny Cassidy à Saint-Lary en compagnie d’un groupe de japonais. à l’endroit des professionnels anglais : avec la baisse de l’euro, les touristes britanniques se frottent les mains Il a écrit : dans la perspective de vacances moins chères dans les éDUCTOURS pays de la zone euro. En conséquence, il n’est pas dérai- Hi, sonnable d’imaginer que les candidats britanniques aux I am now back in the UK after a very snowy trip to the Pyrenees! vacances de ski en France devraient être plus nombreux organisés I just wanted to say a massive thank you for all your hospitality and help for my trip. It was a shame about the weather but was great to see Saint-Lary and to ski at least some of the la saison prochaine. Et si le « gâteau anglais » devient resort. I am very interested in possibilities for next year. plus grand, la part des Pyrénées doit l’être au moins en HIVER 14 15 It would be great if you are able to send through a few contacts for guides or independent off I am very interested in • possibilities for next year. Jonny piste instructors so we can look at getting some packages together. proportion. À nous d’y travailler et, pour y parvenir, de Cassidy maintenir le cap et la pression en communication mais La démarche « » a Also, would you have the best contact details for the Mercure? Depending on the price, it may General Manager be a good option for us. I was really impressed with the area and am sure that we can get aussi en commercialisation. permis de déclencher ou de renforcer l’intérêt de nou- some groups together for next year. veaux TO pour la destination Pyrénées françaises. Thanks again, Jonny Actions programmées par la Certains d’entre eux se sont déplacés pour la première Confédération l’hiver prochain : fois sur site et ont décidé de programmer les Pyrénées dès la saison hiver 2015-2016. D’autres étudient sérieu- sement l’opportunité de le faire à court terme. Mandaté par La Confédération et France Montagnes, Bénédicte Lapeyrère eut un rôle déterminant 1• LOOBYING dans la traduction de ces contacts en actions 3• AUTRES TO COMMERCIAL commerciales dès la prochaine saison. qui ont déclaré vouloir programmer Renouvellement de la convention établie avec pour la première fois les Pyrénées françaises France MONTAGNES/Bénédicte Lapeyrère pour : - assurer un relais d’influence permanent sur le sol britannique (suite participation à Grand Ski en janvier 2015) pour la Confédération et ses partenaires, - assurer une veille marketing auprès des TO, - déclencher des rendez-vous et eductour dans les Pyrénées, - accompagner les négociations commerciales et opérations de co-branding.

À prévoir : Mise à jour du SALES BOOK avec les données 2015•2016.

Participation aux Journées Pro du London Ski Show 5 au 8 novembre 2015 Paul Bénédicte - Prises de rendez-vous et rencontres avec de nouveaux TO. Le stand Grand ski 2014 Russell Lapeyrère Cibles TO prioritaires sur l’hiver 15•16 Ils ont dit « OUI » Product Manager Consultante Inghams

Il a écrit : elle a écrit : Zenith holidays aux Pyrénées. Powder White Dear Anna, Ski Solutions serait prêt à programmer 1 ou 2 Powderbeds I hope you’re well. It was lovely to meet you at Grand Ski, stations, en short break pour commencer. Leurs clients ne I hope it was successful for you? I’m just following up on volent pas avec Ryanair et donc Ski Solutions vendrait une Erna Low programmera our chat - we’re very interested in continuing our discus- arrivée sur l’aéroport de Toulouse. sion over a programme we’re very interested to the Pyrenees. As 1• Les Pyrénées dès l’hiver in continuing mentioned, we cur- our discussion rently do not feature LE CAS 2015/2016 over a programme much in the Pyrenees. to the Pyrenees. Joanna Isola 2000 is as close l’avis de Bénédicte Lapeyrère as we get but we’re very interested in beginning a pro- Première visite dans les Pyrénées : Yellowlees-Bound gramme there. I was hoping you would be able to send me du 7 au 12 mars 2015 Directrice associée d’Erna Low further information - transfer contacts and recommenda- Rencontré au London Ski Show et à Grand Ski à l’occasion tions of hotels that you feel would be interested in working desquels il a salué la démarche « » Ils se sont déplacés à 4 managers dont la directrice générale. Elle a écrit : It was an amazing trip !! with Ski Solutions. We’re looking for 3-5* hotels that are sans prendre davantage d’engagements, Mike Wards n’a plus donné Totally awesome - STATIONS VISITées : open to flexible durations and arrival days rather than the signe de vie malgré plusieurs relances effectuées à son attention. Saint-Lary loved the place. A huge thankyou for the fabulous hospitality standard Saturday - Saturday. Looking forward to hearing Certains échos ont laissé entendre que TUI Group (global) chercherait Grand Tourmalet Dear Benedicte and generosity on our recent Eductour! It has left us all It was an amazing trip !! Totally awesome - loved the from you soon and hopefully planning for next winter. Bénédicte Lapeyrère au centre à vendre le département Specialist & Activity sector, dont dépend Peyragudes incredibly enthusiastic about the Pyrenees – what a place. I was so touched how friendly every one was and Regards, Paul Crystal UK. Cela pourrait expliquer que pour le moment ils ne sont pas Luz Ardiden beautiful place. Everyone was so kind and welcoming, how thoroughly spoilt we were. I feel the area has dans une situation leur permettant d’envisager de nouveaux Cauterets and we were really impressed with the quality of the massive potential and we must work together to secure développements. Ils furent accompagnés par une « team » de Lagrange qui a souhaité se joindre à l’opération. accommodation, and the extensive ski area. It was so a long term strategy to sell the area to the UK. We will Mais je continue néanmoins d’essayer de le faire réagir en maintenant kind of you to put so much energy into showing us the recap how we think we should proceed and look la pression. Je pense que nous avons beaucoup plus de chance à area and spending all the time with us – we so much forward to hearing when you can come and visit to Ils sont prêts à lancer un premier programme de commercialisation appreciated it. And how lucky we were with the brainstorm further. Have a great rest of trip! Will have court terme d’attirer des acteurs de taille inférieure qui sont en pour la saison 2015•16. Sont concernés : weather! Or maybe we were not lucky – as it seems to to find a crepe shop for jess in London !! mesure de prendre des décisions rapidement. • Cauterets : destination familles (semaine), femmes (short breaks), personnes n’ayant pas me that you have fabulous weather a lot of the time! It was great to have ‘D D’ to drive us round in comfort skié depuis longtemps (short breaks). and style in the minibus, • La Mongie : groupe d’amis hommes (short break), freestyle. allowing us to see the maximum It has left us all incredibly of your most beautiful region. I enthusiastic about • Saint-Lary : familles (semaine), grand ski, femmes (short breaks). the Pyrenees just want to let you know that – what a beautiful place. 2• Participation we will liaise with Benedicte and Charles Ces 3 stations seront positionnées comme destinations short break et leur communication sera yourself about putting together our programme for next basée sur ce concept : Ardagh winter. Jane will be heading this up, but if you can bear General Manager à GRAND SKI 2016 « French Pyrenees, your ideal short break destination. » with her whilst the season finishes, she will be back to Ils proposeront aussi de l’hébergement à la semaine, mais ce concept du short break sera mis en you soon. TO spécialisé dans le scolaire. à Chambéry (janvier) avant dans leur programme global, car il apparaît comme la meilleure clé d’entrée pour attirer la À bientôt! Joanna A demandé un devis pour 50 personnes - 6 nuits avec - Stand partagé « » clientèle britannique. moniteurs de ski - location de matériel et cours de ski. - Animation « Pyrénées » édition spécialE marché britannique

back to london press event novembre 2014

opportunité LE CONTRAT DE DESTINATION EN 7 POINTS : 3 THÉMATIQUES STRATÉGIQUES 1 - L'itinérance le contrat 2 - La neige de destination 3 - Le bien-être 4 OBJECTIFS MAJEURS La candidature des Pyrénées présentée par la Confédération en début d'année 2015 dans le cadre de l'appel à projets « Contrats 1 - Développer la notoriété et l'image des Pyrénées à de destination 2015 » lancé par le Ministère des Affaires Étrangères l'international et sur les quatre saisons de l'année. et du Développement International a été retenue. 2 - Augmenter la part de programmation des Pyrénées par les TO internationaux. Il s'agit d'une opportunité majeure qui à la fois valide la stratégie BtoB à l'International portée depuis un an par la Confédération et 3 - Favoriser la qualité de l'accueil et de l'information à l'attention ses partenaires et constitue potentiellement une source de des clientèles étrangères. financement supplémentaire pour intensifier sensiblement le plan 4 - Optimiser les outils de veille, d’observation et d’évaluation à d'actions « ». l’échelle du massif pyrénéen.

© Kudeta. Photos : Shutterstock, J. Canal, JNH, HPTE, Corbis.

CONFÉDÉRATION PYRÉNÉENNE DU TOURISME 7, rue des Prêtres - 31000 Toulouse Tél. : 05 34 40 78 40 - [email protected] www.lespyrenees.net