Campaign ambassador Andri Ragettli, himself a professional freestyle skier and TikTok favourite, shows what travelling straight from home to the slopes by train looks like.

The campaign for the 2022/23 winter season, as in the previous season (with snow25 and sleep25), was aimed at Generation Z. More precisely: at young foreign travellers from Europe in order to attract them to Switzerland as a snow sports destination.

Campaign ambassador Andri Ragettli, himself a professional freestyle skier and TikTok favourite with 1.9 million followers, showed what travelling straight from home to the slopes by train looks like in several short videos. And he did so in typical Ragettli style on TikTok and other social media channels. He used these to promote the winter campaign with the slogan ride&slide: Anyone who bought their train ticket from a European country to Switzerland via railtour benefited from numerous discounts, such as discounts on ski passes, at Swiss ski schools, on the hire of ski equipment or on overnight stays at Swiss Youth Hostels. This offer was available at a total of 12 Swiss ski resorts.

With this winter campaign, Switzerland Tourism (ST) was present in Switzerland and selected short-haul markets, reaching 93 million marketing contacts.

Marco Odermatt, a coach for fun on the slopes, après-ski and travelling by train

Ragettli’s successor as winter ambassador for the 2023/24 season was none other than overall World Cup and Olympic champion Marco Odermatt (here’s a short profile in German). He’s currently known not only as the world’s best skier, but also as an expert when it comes to après-ski and relaxation. With the “How to Winter – get out in the snow” campaign, he showed Generation Z what winter is like in Switzerland: convenient, inexpensive and sustainable.  

This also includes sustainable travel by train – with the products ride&slide (as in the previous season) for European visitors and Snow’n’Rail for guests from Switzerland:

  • ride&slide: Anyone who bought their train ticket from a European country to Switzerland via railtour benefited from numerous discounts such as discounts on ski passes, at Swiss ski schools, on the hire of ski equipment or on overnight stays at Swiss Youth Hostels. This offer was available in a total of 12 Swiss ski resorts.
  • Snow’n’Rail: At MySwitzerland.com, the SBB leisure portal RailAway offered discounted travel to ski resorts as well as discounts on ski passes. These offers were available specifically for the Swiss domestic market. Over 20 winter sports destinations took part. The RailAway offers could be easily booked online from 13 November 2023.

In short videos, the likeable professional skier showed how winter can be enjoyed in all its facets – from skiing to travelling to the mountains by train, and from après-ski to relaxing in the snow.

The collaboration with Odermatt not only met with great interest on social media. The campaign also generated over 120 million marketing contacts in total and had 4.05 million full video views and over 2.6 million interactions. The Swiss media also reported on the campaigns, including the 20 Minuten, Blick and the Tribune de Genève.