Lucerne Tourism and Neustadt: «One Day Is Enough» in Winter
Lucerne Tourism aims to position the city more strongly as a winter destination. Together with the Neustadt Agency, the organization has launched the international campaign «One day is enough» to this end. According to the agency, the campaign has been running in seven countries since mid-October.
When people think of winter in Switzerland, they picture snow, ski slopes, and cable cars. Lucerne, on the other hand, isn’t yet on many people’s radar. This is exactly where «One day is enough» comes in: According to the press release, the international winter campaign is running in North America, Germany, the Netherlands, France, the United Kingdom, Brazil, and Switzerland. It has been running since mid-October on Meta and YouTube, with awareness and retargeting efforts.
«One Day Is Enough»: Exploring Lucerne on Foot in Winter
In the summer, visitors from all over the world come to Lucerne. In the winter, however, the city is still relatively unknown to many, even though, according to Lucerne Tourism, it has a great deal to offer during that season: Fasnacht, the Christmas market, the Lilu Lucerne Light Festival, boat tours, and hotels with views of the lake. All of these attractions can be easily combined in a short amount of time.
The insight behind it: You can explore Lucerne on foot in a single day. You don’t need skis—shoes are enough. But spending just one day in the city isn’t the goal at all. Rather, the campaign aims to show that one day is enough to fall in love with Lucerne and decide to stay much longer.
Five people, five video calls
Neustadt was responsible for the campaign’s concept and art direction. At the heart of the campaign are five videos in FaceTime format. In them, five people explain during a video call why one day still isn’t enough and why they want to stay even longer. Each experiences their own side of the city: at Fasnacht, on a boat, at the Lilu Light Festival in Lucerne, in a hotel with a lake view, and at the Christmas market.
A main video in landscape orientation is used to create additional formats, some with subtitles and some without. In portrait orientation, the camera switches to a first-person perspective so that the call appears directly on the viewer’s own cell phone.
Show, don't tell
«We don’t just claim that you can fall in love with Lucerne in a single day—we prove it,» says Marco Stocker, CEO of Neustadt. «Five people experience five very different sides of the city, and in the end, they all come to the same conclusion: One day is enough to make you want to stay.»
Marco Zemp, Head of Marketing & Sales at Lucerne Tourism, says: «Between November and March, Lucerne has much more to offer than many people who aren’t very familiar with the city might expect. The campaign highlights this in a way that piques curiosity and conveys a message that resonates across all markets.»
More about the agency: neustadt.swiss
Responsible at Lucerne Tourism: Marco Zemp, Head of Marketing & Sales; Lilian Stalder, Market Manager for Europe. Responsible at Neustadt: Tamara Mathis, Consultant; Laura Odermatt, Paid Ads; Marc Lutz, Art Direction.
