The first snowfall in the mountains is always special and reminds people to start planning their winter holidays. Switzerland Tourism ST wanted to make the most of this, so it came up with a particularly creative solution, showing live webcam images of Switzerland on digital advertising screens in public areas. Depending on the weather and the time of day, the text in the advertisements changed, further highlighting their live nature.


Those were the five most popular tourism regions among guests from the BeNeLux countries during the 2017/2018 winter season according to the figures for overnight hotel stays from the Federal Statistical Office.

The digital webcam images were displayed in November and December 2017 as well as in January and February 2018 – at 45 locations across Amsterdam and also at 800 locations throughout the Netherlands. The webcam images were also projected live to 37 locations in Brussels. This meant that the first snowfall was shared with people living almost 1,000 kilometres away. The webcams showed nine winter destinations: Arosa-Lenzerheide, Crans-Montana, Disentis, Engadin, Fribourg, Leysin, Schilthorn, Sörenberg and Veysonnaz.

Live videos of a Swiss-Dutch professional snowboarder

ST also used live marketing in the Benelux countries to continue the promotion of its “Upgrade Your Winter” campaign. In an eight-part series featuring the Swiss-Dutch snowboarder Menno Labruyère, ST posted live Facebook videos from Graubünden, Central Switzerland, Valais and Fribourg. As a result, ST forged a total of 370,000 marketing contacts and achieved a level of engagement amounting to 9,879 reactions. The short making-of video offers some insight into the successful collaboration with Labruyère.