Zermatt Bergbahnen AG – Campaign & Storytelling

what

Hey Schnydärlini, time to put your creativity to the test. With the Matterhorn Alpine Crossing we have a unique product – but some people still don’t get what this “cross-border” cable car journey really means. We want to make this experience more visible and show the potential it holds. At the same time we want to take our standards for service and excellence further and find an idea that excites people internationally and connects people and countries. Think you can pull that off?

how

Together with a core group from the Zermatt Bergbahnen marketing team, we developed several storytelling approaches – always in line with the existing brand values and guidelines. We looked at plenty of ideas, from historical ones like “Hannibal crossing the Alps” to iconic references. The breakthrough came with one insight: for many guests, the ride already feels like flying. Building on that, we developed the concept of a “First Class Experience” – inspired by the world of airlines. With stewards, premium analogies and the feeling of floating above the peaks, a new perspective on the experience took shape. We brought the concept to life in video and photo productions as well as digital campaigns, and adapted it for various channels.

wow

The campaign shows how much a shift in perspective can do. The new storytelling made the experience clearer, more emotional and internationally relatable. The first reactions were positive across the board – and sparked further creative work around the concept.