Hero Les Arcs

About the project


Print, Digital, Design & Photography


Since 2015


Hero Les Arcs

The ability to create. The will to explore and innovate. To open up new pathways are in the DNA of Les Arcs & Merci. The main ambition is to strengthen the positioning of Les Arcs internationally, and offer the best outdoor playground in both winter and summer. In 2015, AB Tourisme initiated the revitalisation of the resort over the summer season by delivering an innovative offer to increase awareness and attendance. AB Tourism and Merci have put in place the mutation of the resident sports club, thanks to a long-term action plan, moving towards a real offer of identifiable and attractive leisure. In order to position Les Arcs as the benchmark for mountain outdoor leisure parks in Europe and to give customers the means to live unique experiences, HERO LES ARCS was born, in the continuity of the signature “Your Playground Your Rules” created by Merci for the destination.


The brief

Develop their summer offer via a global concept, within its own brand universe. Clarify the product offering and propose a cross-channel communication strategy.

The solution

Create brand awareness through naming & strong storytelling in a tribal spirit. Create a full brand universe from the logo to the signage of the course and points of sale. Offer a rare and packaged activity offer via a simplified fee schedule. Digitalise the offer through the integrated web platform at Les Arcs. Design an impactful photo and film campaign featuring the star of the park: the client (The Hero). Set up an email strategy, an online game, community management and digital media campaigns (SEA, bannering). Impact through continuous experience, events and tailor-made content. Build loyalty by creating derivative products and developing new activities.
- Marketing strategy / benchmark / roadmap
- Digital strategy & customer experience
- Concept, writing & storytelling
- Brand Universe:
Graphic charter (logo + stationery)
Signage charter (totems / signs / point of sale decoration / signage course)
Charter communication (mini map / display / advertisement / press kit)
- Execution of documents & manufacturing follow-up
- UI / UX Hero pages design
- Photo campaigns
- Promotional films and product
- Creation of goodies
- Creation game "Hero Tap Tap"
- Hero game event deployment
Merci x Hero Les Arcs

Client testimonial

Ever since 2013, we have had the desire to renew our tourism offers. Originally founded 30 years ago in Bourg Saint Maurice Les Arcs, “Club des Sports” has been a key part of this town, running activities for over 20 years.

After many efforts to renew and update our products, endless meetings, client surveys and discussions around the plan, nothing seemed to quite meet our desired expectations. Very conscious of the challenges, we were more motivated than ever to start a real revolution. Extending the activities in the mountains into Summer months, our dream was to transform our “Sports Club” to a multi-activity park.

With a “glorious” past, a heavy history and a clientele globally seduced by the existing CLUB DES SPORTS product, we took it upon ourselves to bring change and bet on a new concept of consumption. From here, we asked our internal marketing manager to involve the agency MERCI, for creative assistance.

Immediately it was clear through practical application and professionalism that the members and managers at MERCI listened to us, understood our expectations and guided us in our reflections. They took the time to consider our history, the issues and risks involved, and offered a precise analysis onsite in the height of the season.

We particularly appreciated Anne-sophie and David’s sincere investment and total involvement in the project. Always available and never short of advice, they delivered a proposal with forceful argumentation and confidence. It is with immense pleasure that we were able to welcome our product HERO Les Arcs in 2016. Immediately seduced by the brand, the concept and the visuals, we launched the product without delay and the success was instantaneous. The results even earned us 1st prize in the French Mountain Economy awarded by France Montagne in 2017.

The story and the adventure continues with MERCI, who accompany us through every step of our evolution. Today, HERO Les Arcs counts more than 140 seasonal workers and more than 40 years of activity. We are proud to continue the adventure with a faithful and always precious ally, MERCI.

Raphael Villard