Andorra's tourist board briefs Lotus to shed budget ski resort image

Andorra's tourist board has handed an account to Lotus UK to present the destination as family-friendly ski resort.

Image change: Andorra
Image change: Andorra

Andorra Turisme has hired the travel specialist as its PR and representation agency across travel trade and consumer media.

Lotus UK will update perceptions of the destination by publicising a recent multi-million-pound infrastructure development project, which injected cash into ski lifts, ski schools and mountain facilities. 

‘The resort wants to move away from the "budget" image that it has been associated with and align itself with a more family-friendly image offering excellent beginners and intermediate skiers at a competitive price,' said PR director Jules Ugo, who heads up the PR side of the account. The agency will also try to position the resort as an all-year-round holiday destination in an attempt to increase visitor numbers.

Lotus will work closely with the trade, educating agents and operators about infrastructure improvements. It will also run a series of press trips planned to kick-start the campaign and generate interest for the 2009/10 season.

MD Sarah Johnson will look after the representation side of the brief. The agency reports to the tourism body’s general director Enric Torres Arauz.

Lotus UK also works with the Ibiza Tourist Board, Visit Finland and Regione Liguria.

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