In Airolo you can experience the purity of emotions

The Ticino winter sports resort of Airolo is currently causing a stir with an advertising campaign. The posters used to promote the resort in Italy feature two female winter sports enthusiasts kissing. The tourism association of the canton of Ticino does not like this at all. An advertising campaign needs a clear and not an ambiguous message, said Marco Solari, President of TicinoTurismo, on Monday evening to the television station of Italian-speaking Switzerland. He hopes that those responsible will back down, the angry Solari continued, but this is unlikely: Locane's PR agency Ferrise Comunicazione wants to stick with the campaign. According to a spokesperson, the Italians are more open to this type of advertising than the people of Ticino.
Meanwhile, a toned-down version was developed for Ticino. In the Swiss version, one of the winter sports enthusiasts only puts her hand on her companion's shoulder. Still interesting enough to be eyed curiously by the snowboarder in the background. According to the PR agency, the message is the same here too: You can experience the purity of emotions in the winter sports area of Airolo.