A warm spell around Christmas 2022 resulted in a challenging snow situation for Swiss ski resorts situated at lower altitudes. Together with the winter destinations, Switzerland Tourism (ST) presented a new website featuring live images on 19 January 2023, whetting visitors’ appetites for slopes, tobogganing runs and winter hiking: the snow ticker!

On the landing page, which had been designed and realised by ST within a very short space of time, snow sports enthusiasts could – and still can – find webcams and information for all of Switzerland’s ski resorts, and all at a glance. So they can see for themselves how wonderful the conditions are right now in Switzerland’s mountains.

Together with the ski resorts, ST also compiled up-to-date images that got people excited about winter sports. With 24.5 million impressions in the corresponding partner campaign, ST also successfully met the associated targets: inspiring guests (reach); simple, authentic storytelling; strengthening existing campaigns and activities.

The joint efforts of the entire industry had a positive impact on the often negative reporting on the snow situation in the ski resorts. The timing of the launch for the next major snowfall was just in time for the start of the all-important sports holidays in the cantons. In this way, ST was able to whet guests’ appetites for the upcoming ski holidays, among both the Swiss market and the European short-haul markets.

Facts and figures relating to all winter activities, incl. campaigns
Total Winter   2022/2023 2021/2022
Budget CHF million 21.9 22.2
Share of total budget % 22.9 23.2
Target markets   CH, DE, FR, IT, Benelux, UK, Nordics CH, DE, FR, IT, Benelux, UK, Nordics
Top advertising and marketing contacts million 574.7 502.7
Top media contacts (readers, viewers, listeners) billion 1.6 1.4
Participants in ST press trips   247 193
Top media articles influenced   853 1,009 
*Only views of pages with specific winter campaign content are counted.