How to Winter
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TOURISM SERVICES Series
Explore the Swiss winter with our “How to Winter” series – an immersive service guiding young guests to explore the Swiss winter. “How-to” is probably one of the most searched terms on the internet. For every little problem there is an instruction, a solution or a hack. Our “How to Winter” videos explain how real winter holidays work. In addition to tips for a sustainable train journey, fun on the slopes, après-ski or relaxation, the tutorials also offer plenty of inspiration and turn all guests into winter holiday pros. The campaign is presented by Marco Odermatt, the world’s leading skier, world champion, Olympic gold medallist and our winter ambassador.
|BOLD AG Kommunikationsagentur
Goals of the film
Our main objective was to provide a service to the younger generation by showing them the vibrant experience of winter in Switzerland and how to enjoy it to the maximum. Building on last year’s campaign, we are positioning Swiss winter in a sustainable way, emphasising the simplicity of an environmentally friendly winter holiday and revitalising its image. Long-term goals include attracting new, younger demographics. In addition, our focus on raising awareness of ride&slide (a special winter offer for young people) aimed to position Switzerland as a fun, sustainable winter destination.
“How to Winter” is for the active adventurer. A persona that values sports, authentic experiences and detailed travel information. Tailored to their interests, the service includes showcasing winter sports, sustainable travel and Swiss après-ski. Integrating ride&slide, the campaign invites our target guests to take a sustainable train journey to Switzerland and unlock exclusive discounts. Target markets include Germany, France, BeNeLux and Italy, with the overall aim of attracting new, younger demographics.