Republica launches AlpsPass for Jungfrau Railways and partners
With the new AlpsPass, four of Switzerland’s top ski resorts are joining forces. The Bern-based creative agency Republica developed the brand strategy—including branding—for Adelboden-Lenk, Aletsch Arena, Engelberg-Titlis, and the Jungfrau Ski Region, and orchestrated the multi-phase launch campaign. The concept’s success speaks for itself: 34,000 passes have already been sold in advance.
Since 2025, there has been a new way for winter sports fans to experience the Swiss Alps: The AlpsPass combines the four first-class ski resorts of Adelboden-Lenk, Aletsch Arena, Engelberg-Titlis and the Jungfrau Ski Region under one roof. With just one pass, alpine sports enthusiasts can access all regions at once and enjoy unlimited fun and action. Advance sales started in time for the season on September 1, 2025.
From positioning to implementation
The Bern-based creative agency Republica supported the project from the very beginning: First, the team worked together with the managers of the four ski resorts in a positioning workshop to develop the strategic direction. Based on this, Republica developed the brand strategy and branding and orchestrated the current campaign with nationwide measures in German and French.
The goal was clearly defined: To bring together four renowned ski resorts under one roof, clearly position the benefits of the pass and attract a large number of winter sports fans in advance.
"Unlocked" as a key visual element
To illustrate the added value of the new pass, Republica designed a consistent visual element for all subjects: a large unlock slider is at the center of all measures and symbolizes the AlpsPass as the key to everything winter sports fans love - more experience, more freedom, more adrenaline and more community.
The campaign includes OOH subjects, moving digital out-of-home motifs, YouTube bumpers and social media activities at all relevant touchpoints. Mediaschneider Bern is supporting the campaign across all relevant touchpoints along the full funnel. The wide-ranging target group is addressed via various offline and online channels as well as social media and directed to the landing page.
Impressive start
The launch of the AlpsPass is impressive: 34,000 passes have already been sold in advance - an impressive start for the four winter sports regions. Customer feedback also confirms the success: guaranteed snow, a variety of slopes and a modern infrastructure are convincing in direct comparison.
Responsible at AlpsPass: Giulia Müller (Head of Marketing Communication, Jungfrau Railways Management), Peter Niederberger (Head of Marketing Titlis Bergbahnen), Monika König (Head of Marketing & Communication, Aletsch Arena), Matthias Werren (Head of Product Management Bergbahnen Adelboden-Lenk). Responsible at Republica: Florian Birkner (Creative Direction), Pascal Herzog, Noah Acil (Art Direction), Michael Dängeli (Account Director), Saskia Gerlach (Senior Consultant Branding), Max Heinen (Text), Tamara Lüthi (Production Art), Nina Hoffmann (Motion Design), Valerie Koenen (Content Creation).
