Net-A-Porter wraps gondola

To promote Net-A-Porter’s newly launched Net-A-Sporter active-wear offering during the winter 2014/15 season, generate talkablity and provide a sense of brand ownership of an event or location that could be promoted on Net-A-Porter’s owned channels, PSI (Posterscope’s international division) created something a little bit different.
The solution – wrapped gondolas in Courcheval, a ski resort known for its high-end audience and premium shopping opportunities and which, as well as being located in the centre of the biggest interconnected ski area in the world – the Three Valleys, Courchevel offers 150 kilometres of downhill ski runs served by 58 lifts.
The campaign  involved wrapping 25 gondolas on the Jardin Alpin lift, which starts in the centre of the resort, so highly visible to skiers at the start and end of their day, as well as being seen by those on the slopes,  with the iconic Net-A-Porter branding of white text and images on a black background (highly visible against the white of the snow and the remaining gondolas on the lift).
The activity will last until the end of the ski season in mid-April 2015.