Our client Swiss International Air Lines challenged us to raise awareness of the business critical 2017 ski season.
With no real new news (but a lot of fake news around), we were challenged to create a moment that would reinforce the airline’s skiing expertise (you take your skis for free) – and the high quality service and etiquette you experience on board any SWISS flight.
We decided to bring a winter wonderland to London and turned the river banks by iconic Tower Bridge into a stunning snow scene, flying in Swiss personality, Dominik Gysin, to give Londoners a few lessons in Swiss skiing etiquette.
The public were invited to come down in their ski gear and take part in the free lessons, with the opportunity to win a holiday to Switzerland. The activation generated snow moguls of video and photography content - and with our own ‘SWISS selfie point’ made sure there were plenty of insta moments for everyone to share.
The campaign (which admittedly used fake snow) secured widespread coverage and delivered a PR reach of more than 18 million and a social one of 605,388, reinforcing SWISS leadership as the airline of choice for skiers. Good conditions.