Contcept Communication with influencer campaign for Magic Pass
To raise awareness of the Magic Pass and its expanded offerings in German-speaking Switzerland, the Zurich-based agency Contcept Communication was commissioned to launch an influencer campaign.
The Magic Pass is an annual pass for almost 100 destinations in Switzerland, France and Italy. It offers access to more than 2,000 kilometers of pistes, 2 glaciers, around 20 snow parks, numerous sun terraces in the mountains and two revolving restaurants in winter. In summer, there are also over 1,000 kilometers of mountain bike trails, hiking trails, family-friendly excursion destinations and a wide variety of panoramic views to discover.
For summer 2025 and the 2025/2026 winter season, 17 new areas have been announced where the Magic Pass can be used - including Gstaad, Meiringen-Hasliberg and Melchsee-Frutt.
Half a million people reached
In collaboration with seven content creators - including Jesuissespagnol as well as Danaverdene and Sascha.mth - half a million people were reportedly reached. The activation of the content creators increased awareness of the Magic Pass in German-speaking Switzerland: "The high engagement rate shows how positively the content was received by the community," says Andrea Cavelti, project manager at Contcept Communication. "Organic content only works well if the community feels addressed and reacts positively to the campaign. We achieved this by booking sports enthusiasts and families as well as creators who pass on excursion tips to their followers for the campaign and using them to implement the brief in a target group-oriented way."
