The Brief

Switzerland faced a four-year decline in winter visitors due to outdated perceptions of being old-fashioned and overly traditional. High-value TV campaigns reinforcing these stereotypes were turning people away. A bold idea was needed to capture attention, challenge misconceptions, and connect with UK travellers.

Our Approach

To drive consideration, we had to overcome apathy and reframe perceptions of Switzerland. We did this through a targeted 360-degree digital and experiential campaign that surprised, engaged, and built genuine connections by offering an authentic experience of the country’s sights, sounds, and culture.

The ‘Reach Out and Touch It’ creative campaign brought a piece of Switzerland to the UK with giant four-tonne glacial ice blocks, enabling authentic storytelling and genuine human connections.

Taking a digital-first approach, we created a social media and targeted digital campaign supported by press that led our audience to five, four-ton ‘glacial’ ice blocks dropped around London. They were discovered via an interactive campaign microsite and an app based game that also allowed for wider engagement.

At the multi-sensory installations, consumers interacted by touching the ice and listening to authentic Swiss mountain sounds, while prize cards frozen in the ice could be melted out. Swiss ski guides were also on hand to share their knowledge and passion.

To keep audiences engaged, the microsite revealed new locations over time, with PR, social media, and influencers extending the campaign's reach. First-party data from competition entries and email sign-ups allowed for personalised follow-up content tailored to individual interests.