Zermatt Bergbahnen AG – Kampagne & Storytelling

what

Hey Schnydärlini, let’s put your creativity to the test. With the Matterhorn Alpine Crossing, we have a unique product—but some people still don’t understand what this “cross-border” cable car journey really means. We want to raise awareness of this experience and showcase its potential. At the same time, we want to further develop our commitment to service and excellence and come up with an idea that inspires people internationally and brings people and countries together. Can you come up with something like that?

how

Together with a task force from the Zermatt Bergbahnen marketing team, we developed various storytelling approaches—always in line with the existing brand values and guidelines. We explored a wide range of ideas, from historical themes like “Hannibal’s Crossing of the Alps” to iconic references. The breakthrough came with the realization that, for many guests, the ride already feels like flying. Building on this, we developed the concept of a “First Class Experience”—inspired by the world of airlines. With flight attendants, premium analogies, and the sensation of floating above the peaks, a new perspective on the experience emerged. The concept was brought to life through video and photo productions as well as digital campaigns and adapted for various channels.

wow

The campaign demonstrates just how powerful a shift in perspective can be. Thanks to the new storytelling approach, the experience became more understandable, more emotional, and more relatable on an international level. The initial reactions were consistently positive and led to the development of further creative initiatives based on the concept.