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A strategic partnership with Switzerland Tourism ST is opening up new markets, target groups and communication channels for both parties. A case in point in 2021 was the 100% Women campaign and the associated Peak Challenge, which saw all-female teams climb all 48 of Switzerland’s 4,000m peaks. In this way, ST was able to get women from Switzerland and beyond fired up about mountain sports.
The long-term strategic partnership with Mammut meant ST had the ideal partner at hand, bringing specialist expertise. After all, this Swiss mountain sports specialist has long offered female-led mountain tours, through the certified guides Caro North and Nadine Wallner at its Mammut Alpine School. Thanks to Mammut’s support with its huge mountain sports range, ST was also able to completely kit out the female climbers invited to take part in the Peak Challenge. The Mammut brand gained high visibility not only through the promotion of the challenge, but also through the media coverage of prominent participants. This included a piece on Swiss TV about the British adventurer Olivia Jane Wood and reporting on the pop singer Beatrice Egli.
The campaign also generated a total of 6.4 million social media impressions and 54 marketing contacts, spanning Switzerland, the UK, Germany, the Benelux countries, Spain, Italy, Scandinavia and the Gulf States. The cooperation therefore led to image gains and commercial success for both sides.