{"id":98132,"date":"2026-03-18T09:54:29","date_gmt":"2026-03-18T08:54:29","guid":{"rendered":"https:\/\/www.chatel.com\/boarderline-a-first-edition-that-lived-up-to-the-hype\/"},"modified":"2026-04-16T08:32:44","modified_gmt":"2026-04-16T06:32:44","slug":"boarderline-a-first-edition-that-lived-up-to-the-hype","status":"publish","type":"post","link":"https:\/\/www.chatel.com\/en\/boarderline-a-first-edition-that-lived-up-to-the-hype\/","title":{"rendered":"BOARDERLINE: A First Edition That Lived Up to the Hype"},"content":{"rendered":"
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BOARDERLINE: A First Edition That Lived Up to the Hype<\/h2>\n <\/div>\n
On March 12 and 13, 2026, Ch\u00e2tel hosted the very first edition of BOARDERLINE, a new event dedicated to mountain communication that defines itself as “serious, but doesn’t take itself too seriously.” And honestly? The bet more than paid off. <\/div>\n
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A crazy Idea that became reality<\/h3>\n

Bringing together mountain communication pros, tourist office directors, digital agencies and outdoor brands around in-depth conferences, hands-on workshops\u2026 and skiing? On paper, it sounds like a dream. On the morning of March 12, at the Salle La Musardi\u00e8re, that dream became reality. Attendees poured in from 7:30am for what promised to be a packed day and it delivered. <\/p>\n\n <\/div>\n <\/div>\n <\/div>\n

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\n Day 1: A day rich in content and conversation<\/span>\n <\/div>\n
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The morning kicked off with a bang with a conference by Armelle Solelhac (CEO of SWiTCH), who delivered a hard-hitting analysis of the major outdoor trends leading up to 2035. Key figures, counterpoints, perspectives \u2014 enough to send chills down your spine and fill your head with ideas all at once. <\/p>\n

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Following that, the teams from the NOIISE agency (Maylis Dufour, Jean-Charles Mermet, and K\u00e9vin Roure) analyzed the evolution of Search in the era of ChatGPT and Gemini. Is it the end of Google or just a shift in the landscape? Spoiler: the reality is far more nuanced than LinkedIn posts would have us believe. <\/p>\n

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The \u201cBiggie Small<\/strong>\u201d roundtable, hosted by \u00c9lise Gentit (Sainte-Foy-Tarentaise Tourist Office) and Charlie Lichnowski (Head of Digital Communications for Ch\u00e2tel), then put the spotlight on those who achieve a lot with limited resources. Concrete insights, directly applicable ideas, and a great collective energy. <\/p>\n

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Christine Llamas-Crapiz, from Maison Bouquet Crozat, stylishly reminded us that creativity doesn\u2019t only happen on a screen, the \u201cmagic of paper\u201d had its moment in the spotlight. A welcome reminder. <\/p>\n

The morning wrapped up with a lively roundtable on AI: limitless potential or inherent limits? Aur\u00e9lien Astre, Grimaud Valat, and Beno\u00eet Osterberger shared and challenged their perspectives, all punctuated by a WTF moment from Armelle Solelhac highlighting times when AI goes completely off the rails. Hilarious\u2014and insightful. <\/p>\n

In the afternoon, seven parallel workshops <\/strong>took place: SEO\/GEO\/Ads with NOIISE, outdoor photography with Tristan Shu Lebeschu and Mathurin Vauthier, graphic design with Guillaume Delage, territorial influencer campaigns and PR in the age of AI with White Mirror, and video production with Thibaut Gachet. Hands-on masterclasses, straight into the practical work, far from endless PowerPoint slides. <\/p>\n\n <\/div>\n <\/div>\n <\/div>\n

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At the end of the day, the Boarderline Awards<\/strong> ceremony highlighted the best mountain communication campaigns of the year, a standout moment combining recognition and inspiration.<\/p>\n