Barcelona, Tuesday 30 November 2021.
The candidacy of the Andorra 2027 Alpine World Ski Championships continues to promote and strengthen itself, with an eye on next May, when the International Ski Federation (FIS) will announce the venue for the event. This Tuesday, in the heart of Barcelona, the General Director of the project, David Hidalgo, the Marketing Director, Elisabeth Pérez, and the Race Director, Santi López, presented to the Spanish sports and snow media the main pillars of the candidacy and the communication campaign that will be announced in Andorra and also in its neighbouring countries. As such, under the slogan of ‘It's time to make the stars shine again’, the campaign wants to spread the message that the Pyrenees has a great opportunity to take part in an exciting joint project. At the same time, and still in a period complicated by the pandemic, it also wants to communicate that it is time for sports stars to shine again.
The campaign's claim is born from a phrase by the poet and artist Guillaume Apollinaire. It is focused on capturing a message of unity and hope, to mobilize the population, to reposition Andorra and the Pyrenees as a benchmark for alpine skiing and for snow tourism. In addition, the campaign has been jointly developed from beginning to end with national companies with the aim of giving them a boost after a difficult year and a half. All the protagonists are Andorran, representing the past, present, and future of national and adapted skiing.
The main values of the candidacy are reinforced through the campaign: the promotion of alpine skiing, health, sustainability, accessibility, and excellence.
For example, in terms of sustainability, the Andorra 2027 project takes into consideration the extensive use of renewable energies, the promotion of public transport, the reduction of food waste, and the construction of temporary infrastructures to reduce visual impact.
The campaign was launched through the media and on social networks, both within Andorra and in local markets (Spain, France and Portugal). It will also be digitally released in European markets, such as Ireland, the United Kingdom, Switzerland, Germany, Denmark, Norway, Sweden, and Finland.
Championships for the country without public expenditure
The underlying numbers for the World Championships already speak for themselves. A 16-day event, with the participation of more than 750 skiers from 70 countries, which involves more than a thousand communication professionals and which is broadcast live to the whole world through more than a hundred television channels. To establish a comparison, the World Cup Finals, the last international milestone organized by Grandvalira (and which will be repeated in 2023), lasts one week, involves 230 skiers from 19 countries and is broadcast live on 38 TV channels.
Furthermore, as the General Director of the Andorra 2027 candidacy, David Hidalgo, recalled, "the budget to organize the World Championships comes from the marketing and television rights of the FIS". In other words, if Andorra is finally chosen to hold the event, it will not entail any public cost for the country.
Holding the World Championships, the most prestigious and important alpine skiing event, would be the culmination of more than fifteen years of great ski competitions in Andorra. As Hidalgo mentioned, this story began in 2006 with the submission of the first candidacy to hold a World Cup event in Andorra. Along the way there have been Europa Cup races, World Cup races, Europa Cup Finals and World Cup Finals.
Download the campaign video and graphic material here.