Swiss
skiing etiquette.
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Challenge

To support the airline’s Europe-wide SWISSED initiative, designed to reinforce exacting Swiss standards.

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Creative

We identified a British behavioural truth for the airline; namely, the Brits love of queuing! And helped British skiers get ready for the ski season with some ‘Swiss skiing etiquette’ lessons, in a specially constructed winter ski scene by Tower Bridge in London.  

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Execution

Research provided the national news hook and in the lead up to the February half term skiing escape, British skiers were joined by a renowned Swiss ‘etiquette expert’ who provided tips on queuing for a ski lift, on-piste poses and après ski chat. It’s not just who you know, you know.  

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Influence

7 pieces of national print coverage.

163 pieces of online coverage.

22 social mentions with a reach of 3.2m.

Better half terms.