MUMBAI: Switzerland Tourism has once again embarked upon a premium, high impact outdoor campaign to build extended recall in Mumbai. Milestone Brandcom, the leading and one of the fastest growing integrated OOH brand communications agencies in India has once again been vested with the duties of executing this surreal campaign.
This campaign was an extension of their last campaign - "We do whatever it takes to make your holidays perfect". The core communication objective of the campaign was to fascinate and intrigue people with vibrant images of some of the geographical diversity that can be found within Switzerland.
The campaign tag line this time was "Explore Switzerland". The company promoted Switzerland as a leading holiday destination in the world and the main focus of the campaign was to showcase different destinations in Switzerland along with very special offers from tour operator partners in India.
Switzerland, the playground of Europe, has been the dream destination for tourists for decades. Switzerland extending across the north and south side of the Alps encompasses a great diversity of landscapes – shimmering glaciers, snowcapped mountains, lush meadows and beautiful villages. The climate in Switzerland is moderate, with no excessive heat, cold or humidity. Switzerland has more than 1500 lakes. The Alps running across the central-south of the country, comprising about 60 percent of the country's total area. Several glaciers are found among the high valleys of the Alps.
A media plan encompassing 170 media touch points spread well across a selection of formats covering high traffic and footfall areas along arterial roads. There was an assorted mix of media touch points such as billboards, backlit bus shelters and pole kiosks, large format mall facades etc.
As part of the campaign and to further deliver the desired impact, an exceptional innovation was executed on a 30' X 20' billboard at a prime location in Mumbai – Worli naka. The innovation was that of a cable car going skywards to and fro from the famous Mount Titlis that stands tall at 10000 feet. The innovation was striking and strategically placed at one of the high traffic count signals in Mumbai. It was visible to almost all vehicular and pedestrian traffic moving from South Mumbai to Central and Suburban areas of Mumbai – the peak evening traffic movement in the city.
Recreating the cable car experience
Talking about this initiative, Ritu Sharma, interim director, Switzerland Tourism, said, "Top of the mind recall and clutter breaking innovations are what separate an ordinary advertising and marketing campaign from a successful one. The objective was to utilise the OOH space effectively and build presence and reach along key arterial junctions and traffic points in order to reach the right TG."
"The campaign, executed by team Milestone, left no arterial route or media without our brand presence. I believe the work done on OOH in Mumbai was a critical success factor. Milestone Brandcom has delivered an excellent campaign right from planning to execution", added Sharma.
Commenting on the campaign, Imtiyaz Vilatra, founder member and managing partner, Milestone Brandcom, said, "The objective was to bring to light the mesmerising diversity of landscapes Switzerland has to offer. The campaign aimed at targeting the upper middle class, who more often than not invest in a good vacation, the company has come up with various attractive welcoming offers to explore the immaculate beauty that Switzerland has to offer."
Vilatra concluded by saying, "The mesmerising, dream-like locations and attractive rates offered by the company, combined with the right media mix along key arterial routes, helped in targeting the right audiences."