During the 2021/22 season, service providers seized the opportunity to get the next generation onto Switzerland’s pistes. The “snow25” and “sleep25” offers were developed by ST in conjunction with SBB/RailAway, the participating cable cars and mountain railways, and Swiss Youth Hostels. The aim is to get adolescents and young adults under 25 interested in winter sports again, as enthusiasm in this age bracket has been waning in recent years. This marks the first time that Swiss tourism marketing has been directed at Generation Z, and it seeks to build a new generation of Swiss winter (sports) enthusiasts for the long term. An unconventional approach, with TikTok promotions, sales exclusively through flash sales events and attractive prices from CHF 25 set the tone and fit the needs of this target group. snow25 offers afternoon ski passes and return travel by public transport at a cheap price. With sleep25, the unbeatable price includes a bed in a Swiss youth hostel and breakfast.

Swiss Snow App relaunched

Winter 2021/2022 also saw the launch of the revamped Swiss Snow App (download links Apple iOS / Google Android). The app has gained a contemporary new look and offers an unprecedented breadth and depth of information for all winter visitors, from devoted downhillers to cross-country connoisseurs. It now includes breath-taking roundshot webcams, forecasts on snowfall and pro-level information such as the snow temperatures in the trails.

Winter campaign with Roger Federer in Times Square, New York.

This concentrated touristic package now also has a prestigious global figurehead during winter season: Roger Federer is showing people just what the Swiss winter has to offer. The impactful ads are perfectly framed in showcase locations around the world. From the hip harbour area of Hamburg to the elegant Parisian department store BHV and New York’s legendary Times Square, Roger is everywhere to be seen, promoting the Swiss winter in his warm jacket.