Challenge

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

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.  

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.  

Influence

7 pieces of national print coverage.

163 pieces of online coverage.

22 social mentions with a reach of 3.2m.

Better half terms.