In an unusual move Verbier has announced a four year 'partnership' with Liverpool Football Club to promote itself in both British and European markets but outside the traditional winter sports community.
"It is important to distinguish between sponsorship and commercial partnership. Our operation aims to make our station known and to entice LFC fans through new experiences," said Laurent Vaucher, CEO of Téléverbier.
The collaboration will allow the resort to communicate winter and summer holiday offers, as well as information about the region, to Liverpool fans. These will include various targeted actions, such as advertisements in and around the stadium and e-marketing actions with special offers on a stay in Verbier.
To launch the partnership, Liverpool FC Legend, Robbie Fowler, recently took to the slopes on an indoor snow slope to show off his skiing skills (Pictured top).
"As our first Alpine destination partner, we are delighted to welcome Verbier to the Liverpool FC family. The resort shares many of our club's values including passion and excellence, and we look forward to working closely with them to provide exciting opportunities for our fans," said Billy Hogan, Managing Director and Chief Commercial Officer, Liverpool FC.
The highlight of the season will be the organisation, in January, of an operation called "Liverpool Week" in Verbier, a week during which entertainments will be organised in Verbier in connection with the Anfield club.
"The UK market accounts for approximately 28% of Verbier's overnight stays over the winter season. It is therefore of strategic importance and we hope that this collaboration will help defend or even increase our market share in the UK but also in Europe," said Pierre-André Gremaud, Managing Director of Verbier Promotion.