Franz & René rolls out Adelboden-Lenks slopes
With the goal of attracting more visitors from French-speaking Switzerland to its slopes, the Adelboden-Lenk ski resort has entrusted the agency Franz & René with the implementation of its new poster campaign in Fribourg and Bulle.
The campaign highlights the geographical proximity between the ski resort in the Bernese Oberland and the two capitals of Fribourg. Two reels of different sizes symbolize on the one hand the more than 200 kilometers of ski slopes in Adelboden-Lenk and on the other hand the short distance between Bulle or Fribourg over the Jaun Pass to the ski resort. The agency has chosen a simple and efficient approach, which compares the vastness of the ski slopes with the short distance to the ski station.
The posters were placed between the two cities according to a precise distribution plan, depending on whether the distance to the destination was closer to 60 or 90 kilometers, delivering a personalized message to the two regions.
Responsible at Lenk Bergbahnen: Matthias Werren (Head of Marketing & Sales). Responsible at Franz & René: Valérie Pecalvel (Strategic Direction), Luciano Gerber (Client Service Direction), Yoann Cosson (Copywriter), Marco de Albuquerque (Junior Art Director), Clémentine Girardeau (Graphic Designer), Sven Jungo (Graphic Designer). Image Composing: Mécanique Générale, Paris (France).
