Ischgl On the Tele
Ischgl On the Tele
Published : 21-Jan-2011 08:32
In a rare public demonstration of an individual ski resort's buying power, Austrian's Ischgl (www.ischgl.com) will be appearing on TV screens over the next three weeks as the resort has splashed out on a 30 second advert which will be appearing on a selection of satellite TV channels.
Ischgl is perhaps best known for its start and end of season concerts, usually staged on the first weekend of December and first in May each season which have starred some of the world's biggest stars – including Kylie, Elton John and Rihanna. This year The Killers will perform the closing concert on Saturday 30 April, on the penultimate day of the season.
However one purpose of these concerts is to highlight how big and how snowsure the resort is, It shares a lift pass with neighbouring valley resorts like Galtur and is lift-linked over the Swiss-border to duty-free Samnaun – altogether there's nearly 240km of piste to explore, one of the world's biggest areas.
The resort is served by an increasingly long list of major British tour operators including Inghams, Crystal, Ski Total, Neilson, Ski Independence and First Choice.
It's not the usual old second-rate cheap Euro-TV ad either, but a fully storyboarded, specially built sets, and directed commercial involving more than 20 actors and costing "a six-figure sum" to produce. In short, a rarity on British TV,
"Showing this movie-quality ad on British TV is an exciting step for us and demonstrates our commitment to the UK ski market," said Ischgl's Tourist Office Director Andreas Steibl.
"Skiers and boarders from the UK are highly valued by Ischgl and the numbers coming to our resort have been steadily increasing. They are obviously very impressed by what they see, too, because we are experiencing an increasingly high level of repeat bookings.
Look out for the ad, which seeks to convey an upmarket feel the resort wishes to convey, as well as ease of access, with a short transfer from Innsbruck airport, served by carriers including British Airways and Easyjet, on channels including Sky News, Sky Sports News, MTV, Discovery Travel and Living, E4 and Eurosport.
"Ischgl has become a very cosmopolitan and fashionable resort, with some of the best slopes as well as the best hotels in the Alps, and such a stylish TV ad emphasises this image. We hope to welcome many more British holidaymakers to Ischgl." concludes Mr Steibl.
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