An interactive journey
Crans-Montana is promoting itself with an interactive video in six shopping centers in French-speaking Switzerland.
In the centers Balexert, Eaux-Vives 2000, MMM Crissier, Migros 1032 Romanel, Fribourg Center Wankdorf Center, Melanie Winiger and Nik Hartmann accompany visitors on an interactive journey through the region of the Valais ski resort. The video, implemented by Lausanne-based production company Imaginastudio, can be seen on Neo Advertising's digital advertising pillars.
Crans-Montana presented its new brand concept "Absolutely" in May 2016. With the new leitmotif, the region promises all visitors a unique experience, thanks to the diversity of activities and the hospitality of the people. The concept redefines the identity, the fundamentals and the essence of the Crans-Montana brand by means of the new image, the promises and the commitment charter for all the destination's stakeholders.
The interactive film is intended to communicate this repositioning. "Since this campaign is not aimed at a specific audience, and since in this case we rely heavily on the image of a region, we decided to present this campaign to an extremely wide audience, in the cities that are most important to us.", says Samuel Bonvin, Marketing and Events Manager at Crans-Montana Tourism & Convention.
To encourage mall visitors to surf the ski station's new interactive video, Neo Advertising selected ten digital pillars and placed them to cover all visitor streams. The pillars were equipped with both the station's colors and speakers to allow the station's two ambassadors to address the audience: actress and former Miss Switzerland Melanie Winiger and TV and radio host Nik Hartmann. The interactive columns allow visitors to discover the station through 51 subjects that present all the station activities per season.
Florian Maas, COO at Neo Advertising, explains, "This campaign is a first and demonstrates the benefits of DOOH - creating a true 360° customer experience here."This type of communication is a development focus at Neo Advertising, he says. With Geneva Airport and our shopping centers, they have optimal platforms to satisfy these growing needs of advertisers.
