KellerTheus.Digital and Lesch+Frei develop the campaign for Stoos

The aim is to appeal specifically to families and attract them as guests. The visual centerpiece of the campaign is a character modeled after a goat, designed to appeal to children, while the expression «echt steil»—commonly used in Stoos—serves as the campaign’s verbal hook. This is a nod to the new Stoosbahn—which, starting December 17, will be the steepest funicular in the world, taking guests right into the heart of the ski area in no time.

The focus of traditional advertising is on outdoor advertising, including posters, RailPosters, and hanging signs on public transportation. The goal is to increase brand awareness while positioning Stoos as an attractive destination for families. Prospective visitors are directed to the landing page digitally via display banners, social media advertising, editorial-style placements such as advertorials and engagement ads, as well as Google ads. Familiensteilpass.ch led.

At the Zuger Messe in late October, the campaign—featuring families and the endearing character—was showcased live for the first time at the Stoos booth.

Contact at Stoosbahnen: Martin Langenegger (Operations Manager); Ivan Steiner (Marketing Manager); PeakSolution, Christopher Hinteregger (Technical Implementation & Development). Person in charge at KellerTheus.Digital: Roger Keller, Patrick Theus (Strategy/Consulting/Media/Digital). Outdoor Advertising: ACE2ACE Outdoor Media. Responsible at Lesch+Frei: Peter Lesch (Concept, Text), Barbara Müller (Creation, Production). Photography: S+K Advertising Photography.