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He would not go abroad he had once tried it, but had chanced to strike the Riviera during one of its carefully unadvertised cold spells.

The phrase its carefully unadvertised cold spells is a little baffling as to construe it into native language. Does it mean that the Riviera was having cold times that time? But the word unadvertised still remains vague in this context.

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The meaning is that the Riviera has occasional cold spells, and was having one when "he" had visited before. However, those who promote the Riviera are careful not to advertise the existence of such cold spells, indeed to hide them, so that the profitable image of the Riviera as always warm, sunny, and pleasant is not spoiled.

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