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Sustainable brand activation agency The Groundbreakers developed a cross-media campaign for Switzerland Tourism Benelux to showcase what the Swiss winter has to offer. Magnificent nature, wide slopes and charming mountain villages – in Switzerland you experience pure winter. The 'pure winter' campaign was widely spread on online and offline channels through social media, newspaper ads, screens at railway stations, bus shelters and guerrilla marketing with water graffiti.

The campaign came to life with a striking brand activation at the Zuidas in Amsterdam and Utrecht Central Station. To promote sustainable travel to Switzerland, travellers could win train tickets to Switzerland during this multi-day event. All they had to do was spending six hours in a pop-up train cabin. The enthusiasm for participating in the brand activation was enormous; within no time, more than 900 people signed up to participate The brand activation was a great success and dozens of people won a trip to Switzerland.

The five-week online campaign reached more than 2.5 million people. Through two weeks of out-of-home advertising and the live brand activations in Amsterdam and Utrecht, an estimated 4.4 million people saw the campaign. ‘Experience pure winter in Switzerland’ was the main message we wanted to pass on the campaign on behalf of Swiss Tourism. And when you go on Swiss winter holiday, travel sustainably and take the train.