Milestone Brandcom creates mesmerizing presence for Switzerland tourism across Mumbai

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 & intrigue people with vibrant images of some the geographical diversity that can be found within Switzerland. The campaign tag line was "Explore Switzerland" The company promotes Switzerland as a holiday destination in the world and the main focus of the campaign was to showcase the 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, it encompasses a great diversity of landscapes ' shimmering glaciers, snowcapped mountains, lush meadows & 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% 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 & footfalls along arterial roads. There was an assorted mix of media touch points such as Billboards, Backlit Bus Shelters, Backlit Pole Kiosks, Large format Mall Facades. As part of the campaign, to further deliver the desired impact, an exceptional innovation was executed on a 30x20 billboard at a prime location in Mumbai ' Worli naka. The innovation was that of a cable car going skywards to & fro from the famous Mt. Titlis that stands tall at 10000 feet. The innovation was striking and strategically placed at one of the high traffic count traffic signals in Mumbai. It was visible to almost all vehicular & pedestrian traffic moving from South Mumbai to Central & Suburban areas of Mumbai ' the peak evening traffic movement in the city.

Commenting on the campaign, Imtiyaz Vilatra ' Founder Member & Managing Partner, Milestone Brandcom said "The objective was to bring to light the mesmerizing diversity of landscapes Switzerland has to offer. The campaign aims 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. The mesmerizing dream-like locations & attractive rates offered by the company, combined with the right media mix along key arterial routes helped in targeting the right audiences."

"Top of the mind recall & clutter breaking innovations are what separate an ordinary advertising & marketing campaign from a successful one. The objective was to utilize the OOH space effectively and build presence and reach along key arterial junctions & 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," Ritu Sharma, Interim Director, Switzerland Tourism.