Family owned chalet business
Chilly Powder are an established family owned chalet business based in Morzine Avoriaz in the French Alps. They have been operating catered chalet ski holidays since 1996, offering a genuine ski to the door location with unrivalled in-house childcare facilities and exceptional food that sets them apart from other ski chalets in the region.
Francesca and Paul Eyre and their 3 children – Ben, Eloise & Jamie – live in Morzine all year round and a have built Chilly Powder from the ground up in their own vision. Today they operate three luxury catered chalets attracting guests from all over the world.
PHA Media began working with Chilly Powder in 2009, when Paul and Francesca came to us with the aim of raising the profile of Chilly Powder in the press ahead of their competitors. They stressed it was also important to target media opportunities that would encourage guests to book holidays outside of peak periods, to raise the profile of their full range of services and to promote Morzine as a summer holiday destination as well as a winter resort. Today, they are one of our longest serving clients as we continue to promote them as a holiday destination of choice.
Originality and creativity
Each press trip we organised is bespoke for each individual journalist, tailoring detailed itineraries to meet their personal requirements and the needs of their readers. To help showcase the chalet’s services we have interviewed former guests to help use their stories as a way of promoting Chilly Powder’s services from a guest experience perspective – particularly in the wedding media, with stories secured on both summer and winter weddings at the chalet, after Chilly Powder identified this market as a key area for business growth.
Strategy and Implementation
To date we have arranged over 50 press trips for national, international, regional, travel, sports and online media. Journalists have experienced everything from adrenaline fuelled downhill mountain biking, parascending and zip wiring to more tranquil ski shoeing, horse drawn carriage rides and relaxing spa treatments and massages. We have worked closely with Chilly Powder to share Paul and Francesca’s personal story, whilst developing stories based around regular guests and members of staff – particularly targeting the wedding press to showcase Chilly Powder as an ideal wedding and honeymoon location.
Results and Evaluation
We have delivered more than 100 targeted media articles including a range of multiple pages spread across national media outlets including The Sunday Telegraph, The Independent, The Mail on Sunday, The Daily Telegraph, The Metro, Daily Express and The Sun. The overall impact of our activity has been increased and sustained booking figures, with many journalists who have attended Chilly Powder press trips, returning with their families as regular guests.
We started working with PHA Media in 2008 and haven’t looked back since! They are an exceptionally effective, efficient and hardworking agency and continue to deliver quality coverage for Chilly Powder