Meeting the public throughout the summer - The players behind the success with Leila Vodoz

The last patches of snow high up on the Nationale slope are quietly melting under the Valais sun. Summer has arrived on the Haut-Plateau. The FIS Alpine World Ski Championships Crans-Montana 2027 are still eight months away, but while edelweiss and gentians have temporarily replaced the white gold, the organisers are already hard at work fine-tuning the final details of what promises to be a magnificent celebration.

Summer is also an opportunity to promote this unique event, which returns to the heights of central Valais 40 years after the excitement of 1987. With this in mind, Crans-Montana 2027 will set up its stand at several locations in Valais, French-speaking Switzerland and even beyond the Sarine, presenting one of the largest sporting events ever held in Switzerland through a summer-long roadshow.

Reaching all audiences

Inside the stand, visitors discover much more than a simple promotional campaign. Games, activities and information about the competitions, the event and ticketing, not to mention the presence of the mischievous mascot Tsapé, help introduce the World Championships to people who may not be familiar with them outside the circle of ski enthusiasts. “People who already love skiing or the mountains generally know what it’s all about. But that’s not the case for everyone. Some may not necessarily follow skiing but are passionate about sport. Our role is to explain what these World Championships represent and make them want to come,” smiles Leila Vodoz, Marketing Coordinator at Crans-Montana 2027 and manager of the roadshow. “We try to reach different audiences, families, young people, mountain lovers or simply sports enthusiasts.”

Unsurprisingly, the most frequently asked question concerns the possibility of buying tickets to watch Franjo von Allmen, Marco Odermatt, Alexis Monney and the other stars of the men’s downhill. “It’s the race that generates the most demand and we can’t always give a positive answer, as some categories are already sold out.” But it is also an opportunity for Leila Vodoz and her team to remind visitors that the World Championships are not a one-day event, but a two-week celebration from 1–14 February 2027. In total, 11 exciting races will take place on the Nationale and Mont Lachaux slopes, featuring all the biggest stars in the sport.

From Crans-Montana to Lausanne, bringing people together

At the stand, visitors can also familiarise themselves with the two legendary World Championships slopes through a specially designed marble game set on a wooden platform. Many have already had the chance to test the activities during the 20 km de Lausanne and to meet Tsapé at the Marathon des Terroirs.

The campaign will continue in the coming weeks at several major events, including the OMEGA European Masters, the Wildstrubel by UTMB and the Am Stram Gram children’s festival in Crans-Montana in mid-July. Younger visitors will have the chance to discover the basics of skiing, even in the middle of summer, thanks to fun courses set up on the grass using real skis. “Legacy is an integral part of our project. We want to involve children, explain what it means to host the World Championships at home and allow them to experience the event even before it begins,” continues Leila Vodoz, who joined the Organising Committee at the beginning of 2026.

Guest of Honour at the Foire du Valais

To conclude the summer season in style, Crans-Montana 2027 will have the privilege of being one of the Guests of Honour at the 66th Foire du Valais, which attracts around 250,000 visitors every year. For the occasion, the organisers are preparing a large exhibition area with activities, talks, contests, the presence of ambassadors and official merchandise available for purchase.

Crans-Montana 2027 will be much more than a sporting competition. It aims to become a true popular celebration, much like the Ice Hockey World Championship, which enjoyed tremendous success in May in Zurich, Fribourg and throughout the country. “Switzerland knows how to come together and unite around major events.” The 1987 World Championships were a wonderful example of that. Forty years later, the celebration promises to be just as memorable.