Gstaad Saanenland Tourism launches new image with winter campaign
As part of its newly revamped corporate design and the new «2025+» tourism strategy, Gstaad Saanenland Tourism is launching its latest winter campaign in collaboration with Skiwelt Gstaad. The long-standing slogan «Come Up – Slow Down» is set to be expanded and reinforced with the new headline style «Time for More.».
It's Gstaad, not Gstad. The focus on the stretched pronunciation is put in relation to the fact that people also tend to say "schöön" when they particularly like something: they enjoy the word and take their time.
To express the unique beauty, the pleasurable tranquillity and the relaxing serenity, the current campaign continues this old tradition from the Saanenland - and doubles the vowels of beautiful words. The striking implementation with impressive images and a single, supposedly misspelled word in large letters is intended to irritate, attract attention and involve - and also get to the heart of the message for those who do not speak the language. This ensures that the central communicative idea is also understandable across language barriers, which is a significant advantage for the simultaneous playout of the campaign in French-speaking and German-speaking Switzerland, online and locally.
Gstaad's attitude to life expressed
In terms of content, the campaign focuses on "Gstaad Savoir Vivre". It shows that enjoyment is simply easier in the Gstaad vacation region because everything has time here. "And that's exactly what it's all about: this enjoyable tranquillity is and remains the central theme of our story, our brand promise. The new implementation with 'Time for more' is an inspiring continuation of 'Come Up - Slow Down' with a further level of meaning: the conceptual idea is deeply anchored in the spelling of Gstaad and expresses what Gstaad stands for, namely: time for more enjoyment. As part of the rebranding process, the launch of the winter campaign 'Time for more' is another important step into the future," explains Flurin Riedi, Tourism Director and CEO of Gstaad Saanenland Tourismus.
According to Ariane Ludwig, Head of Marketing & Sales at Gstaad Saanenland Tourismus, the claim is more appropriate than ever in today's stressful world: "The aim of the new campaign is to recharge the claim with the message and express the beauty of our region, the deceleration in a stressful world and the diverse enjoyment."
The new image was created in close collaboration between Gstaad Saanenland Tourismus and Skiwelt Gstaad. "It is important to us as a mountain railroad that we run a joint campaign, follow common paths and speak a common language, despite sometimes differing needs and communication requirements," explains Matthias In-Albon, CEO of Skiwelt Gstaad.
Large-scale use
The new campaign appearance was developed on behalf of Gstaad Saanenland Tourism - together with MRB as the creative agency and the tourism agency Schmid Pelli & Partner, which specializes in strategy. The current winter campaign is part of the new corporate design process initiated over a year ago, the destination website and the 2025+ tourism strategy signed by over 30 of the destination's service providers in the fall.
The first winter campaign has been running on posters in Saanenland and Simmental since mid-October. From the end of November, the campaign will be rolled out nationally via digital channels, OOH at highly frequented locations such as train stations, public transport, print media and on dedicated platforms. In the following measures for 2025, the new campaign presence will be expanded in a targeted manner and the destination will be positioned sustainably with the brand promise "Come Up - Slow Down".
