Media Relations: Descent extends ski holiday target

Luxury ski holiday operator Descent International is promoting its expanded portfolio of alpine properties.

The company, recently named Britain's most upmarket chalet operator by the Financial Times, has increased its portfolio of property in the French Alps from 12 to 16 for this season.

Retained agency BGB Communications previously targeted skiers interested in hiring luxury properties, but after winning a competitive pitch to reclaim the account, it will now look beyond dedicated skiers.

BGB deputy managing director Jo Johnson said the agency would target top-end consumer titles, glossies and the nationals to appeal to affluent holidaymakers who might not have considered a skiing vacation.

The French resort of Val d'Isere is one of the new locations in Descent International's portfolio.

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