Nouveau Monde DDB

DDB Travel & Tourism stirs up a buzz with its SNOW DIVING SHOW in Val Thorens...!

 

www.snowdiving.com

On the 23rd of October 07, Val Thorens announced the organisation of a major event: the Snow Diving Show - a competition surrounding a spectacular new extreme sport...The participants were not the only ones to fall for it! So did the public.

Although it was a fictional event, it created a lot of buzz and encouraged people to talk about Val Thorens resort. 

A fake video showing the sport was hosted on the website with a number of bonuses: the making of, teasers, the "best of" messages posted on the web about Snow Diving. 

The campaign was a real success: Almost 10 000 viewings on YouTube and Dailymotion. More than 20 000 visitors on the site. 3 million promotional banners.

The PR agency (Incognito CoRP) was inundated with calls asking for more information on this new sport and on the competition. The event was even mentioned and adverstises in a number of magazine, newspapers and on the television !