This summer, UBS and Switzerland Tourism have teamed up for the seventh time. With immediate effect and until the end of October, UBS customers can travel up 35 of Switzerland’s mountains by rail- or cableway for just CHF 10 per trip. A simple offer communicated with equal simplicity by Serviceplan Suisse: straight along and upwards.
Serviceplan Suisse is turning UBS into a mountain railway – in all advertising for this major mountain travel offer. A TV ad, special billboards, mega posters, advertisements and digital activities: everything is as oblique and red as a mountain railway. And everything is headed upwards. “This summer we wanted to create an attractive and simple offer for our customers that could be communicated in an equally simple, surprising and eye-catching manner,” says Daniel Fischer, Head of Marketing for UBS Switzerland AG. Pam Hügli, Managing Director of Serviceplan Suisse, adds: “We have really pulled out all the stops to find or create the most oblique advertising platforms – in the truest sense of the word.”
The customer offer conceived in tandem with Switzerland Tourism and the 35 participating mountain railways runs to the end of October and is being publicised via several channels. At the heart of the campaign are UBS’ own communication platforms and its approximately 300 branches, where everything is also heading upwards: door and lift stickers, counter displays, POS dump bins, e-screens and ATMs all publicise the bank’s mountain promotion. As of course does the info booklet with tips for a memorable excursion.
Further added value is provided by the live streaming banners, which provide up-to-the-minute weather reports from the participating mountain railways.
During this large-scale UBS mountain promotion there are also little things to discover: For example, a mini reproduction of a billboard which “travels” from one billboard site to another, drawing attention to the offer in a light-hearted manner.