Kreisvier Communications for Zermatt Tourism: The Matterhorn Outshines Everything Else
With a striking visual campaign, the Basel-based creative agency Kreisvier is positioning the mountain destination as an obvious alternative to international travel destinations—and specifically targeting Swiss residents for the summer of 2026.
Zermatt Tourism's Summer Campaign Focuses on Closeness Rather Than Wanderlust
In light of geopolitical uncertainties and a volatile travel market, Zermatt Tourism is deliberately focusing its 2026 summer campaign on the Swiss market. This national campaign is specifically aimed at Swiss residents and invites them to spend their summer vacations in their own country—in one of Switzerland’s most striking and diverse mountain destinations. The Statue of Liberty in New York, the Eiffel Tower in Paris, the Burj Al Arab in Dubai, the beaches of the Maldives—they can all wait.
The shadow of the Matterhorn as a visual motif
The campaign centers on the Matterhorn, Switzerland’s iconic landmark. The visual concept plays on its symbolic power: The Matterhorn «casts everything in its shadow»—both literally and figuratively. Eye-catching visuals depict world-famous places and landmarks overlaid with the Matterhorn’s distinctive shadow. The visual concept is deliberately minimalist and striking, making its impact without any explanatory text—the visual experience is clearly the main focus.
The underlying creative concept was developed by the Basel-based advertising agency Kreisvier Communications and follows a clear communicative approach: the less that is explained, the more powerful the image becomes. The shadow of the Matterhorn serves as the unifying element—a symbol of uniqueness, recognizability, and Alpine quality.
Alpine Strengths as a Response to Planning Uncertainties
The goal of the campaign is to position Zermatt as an attractive, safe, and high-quality alternative to international travel destinations. At a time when many travelers are rethinking their vacation plans, Zermatt is focusing on its core strengths: alpine scenery, fresh mountain air, first-class infrastructure, a wide range of outdoor activities, and a high degree of planning certainty. According to the press release, summer in Zermatt stands for relaxation, adventure, and enjoying nature—without a long journey and without any uncertainties.
In terms of content, Zermatt Tourism is deliberately focusing on summer as a travel season. Hiking, biking, mountain rail experiences, culinary delights, cool temperatures, and stunning natural scenery define the summer offerings. At the same time, the destination positions itself as a place of tranquility and mindful experiences—a counterpoint to overcrowded hotspots and hectic long-haul destinations.
Focus on Posters and Digital Out-of-Home Media
The campaign will be rolled out primarily nationwide, but also in neighboring markets. At its heart are several key visuals designed to attract attention on posters and digital out-of-home displays. With this campaign, Zermatt Tourism aims not only to increase visibility but also to spark conversation. Tourism Director Daniel Luggen says: «Zermatt Tourism is proactively addressing the changing market conditions and, with this playful campaign, wants to highlight that the good things in life are so close by—especially right now.»
Responsible at Zermatt Tourism: Daniel Luggen, Festival Director; David Taugwalder, Head of Cultural Programs & PR/Communications. Creation: Kreisvier Communications, Basel.
