The mini-series comprises a total of over twelve videos, which will be played out over several months on YouTube, TikTok, Instagram and Facebook. The protagonists appear several times and occasionally meet in the videos. Combined as a playlist, this results in an entertaining "soap" that highlights the different guest needs in a pointed way.

The first three published videos with the Fretz family, a Bachelorette party in a prosecco frenzy and Diana & Marco were recorded in the Revier Mountain Lodge Lenzerheide.

Concept: Revier Hospitality Group, Daniel Renggli (CEO, concept), Fabian Weidmann (CMO, concept and direction). Production: UpHill Arosa, Mirko Schadegg (video and editing), Mirielle Salm (light and photos).

The largest contiguous ski area in Graubünden extends over two sides of the mountain and therefore always offers a sunny side as well as 225 slopes with guaranteed snow. With a family-friendly section on the Arosa side and an action-packed section in Lenzerheide, there is something for everyone. These and more USPs were creatively implemented using several messages in the "Two for one" campaign through a headline campaign on OOH, DOOH and all social media channels, showing why Arosa Lenzerheide is the perfect pairing.

"Ticket2Go" campaign sends St. Gallen onto the boards

One of the OOH advertising materials had a special surprise in store. To support winter sports enthusiasts in the January slump, Arosa Lenzerheide also launched the most spontaneous free promotion in Switzerland. At 6 a.m. sharp on January 17, 2025, day ski passes were stuck on an OOH poster next to the train station in St. Gallen, which could be removed and used immediately. This immediately caused a small rush, as over 60 enthusiastic winter sports fans were already waiting before sunrise to get their hands on one of the coveted day tickets.

"The 'Ticket2Go' campaign was our response to the January slump - a moment of joy for winter sports fans that shows how Arosa Lenzerheide is always breaking new ground to make winter a tangible experience," says Reto Wyss, Head of Marketing at Arosa Lenzerheide.

The day ticket not only gave the recipients a day of skiing fun in Arosa Lenzerheide, but also a comfortable journey by train from Chur. The tickets were sold out within a very short time.

Conception and implementation: Brinkertlück Switzerland. Casevideo Ticket2Go: Yoveo | Team Farner.

With "W.O.W." The aim is to offer visitors a wide range of activities in both summer and winter. The aim is to inspire guests with experiences, encounters and relaxation in nature, explains Marc Schlüssel, CEO of the Lenzerheide vacation region. The new attractions include the "W.O.W. Plaza" meeting place in the village center, an outdoor spa in summer and a winter glamping pop-up. Existing highlights such as the Arosa Lenzerheide ski area, the enchanted forest and the interactive "Light Ride" tobogganing experience will also remain an integral part of the destination.

Regional cooperation

For "W.O.W.", various local partners from the hotel industry, gastronomy and mountain railroads are working together. "This project shows what is possible when everyone pulls together," says Schlüssel. The aim is not only to increase the attractiveness of the destination, but also to make operations more sustainable and efficient. "W.O.W." should not only be understood as an experience brand, but also as a leitmotif for service quality and innovation.

A film featuring freeskier Nico Vuignier and skiing legend Didier Cuche accompanies the repositioning at the start of the winter season. The film premieres on Wednesday.

The coronavirus pandemic, digitalization, climate change and changes in guest behaviour have presented the Lenzerheide vacation region with new opportunities and challenges in recent years. As a result, the Lenzerheide vacation region wanted LMS to take on additional tasks in the area of destination development.

This circumstance, as well as the absence of Bruno Fläcklin in 2020 due to health reasons, led to a new management structure with a three-person management team consisting of Philipp Vassalli in the role of Managing Director and Marc Schlüssel as Head of Marketing (Werbewoche.ch reported). Bruno Fläcklin became the third member of the management team to take over the management of the newly created Destination Development division on a part-time basis.

The Board of Directors of LMS has now decided to run the company with a two-person management team and to discontinue the destination development department. In addition to the reduction in interfaces and simpler coordination, uncertainties regarding the financing of destination development tasks also played a role, according to the press release.

Philipp Vassalli and Marc Schlüssel now form the management duo as equal Co-Managing Directors of LMS. The most important tasks in the area of destination development will be divided up between the co-Managing Directors and continued in a focused manner. "With this step, we are laying the foundations for the successful further development of the marketing and management organization of the Lenzerheide vacation region," says Daniel Stiefel, Chairman of the Board of Directors of LMS.

Bruno Fläcklin had shaped the development of tourism in the Lenzerheide vacation region for many years. He "made a significant contribution to making us such a diverse, lively and attractive tourist destination today", according to LMS.

After Bergbahnen Lenzerheide had presented the second-best result in the company's history a month earlier with a profit of CHF 12.4 million (EBITDA), the vacation region's result now followed in September.

This was successful despite a small minus, Daniel Stiefel, Chairman of the Board of Directors of LMS, was quoted as saying in the press release. The last winter was very demanding because of the weather. Nevertheless, the number of overnight stays and first-time admissions to the ski resort of Arosa Lenzerheide were significantly above the pre-Covid 19 level and the 5-year comparison.

For the future, it is important to reduce the dependence on natural snow, to further diversify the winter offer and to communicate with the guests in a timely manner. In the background of the past business year, LMS therefore developed a strategic plan until 2030.

The focus is on the qualitative expansion of the offers in the areas of alpine skiing, biking, Nordic and hiking. Accordingly, the dimensions of sustainability, upgrading of the local centers, and the creation of living space for locals and staff are also important elements of the plan. (SDA)

With this campaign, the Lenzerheide vacation region wants to prove that vacations in Lenzerheide have a demonstrably positive effect in terms of a guest's state of health. For the experiment, a test person is now being sought who will spend a week's vacation in Lenzerheide free of charge. During this time, the activities of the test person will be monitored on the social media channels of the vacation region and health data will be steadily collected and interpreted. The experiment will test various offers around the hiking universe of Lenzerheide - from a challenging hike to a leisurely walk around the Heidsee lake to a relaxing wellness visit.

According to the motto "for careers during and after sports careers", the Swiss company Athletes Network wants to connect athletes with the business world during and after their top sports careers. Founded in 2020 by ex-footballer Beni Huggel, HR professional Dave Heiniger, ex-ice hockey player Severin Blindenbacher and active ski racer Niels Hintermann, the company can already count on a network of renowned personalities and can look back on a number of successful projects, such as the Athletes Days held twice a year. These and other events facilitate personal exchanges between active and former athletes and potential new employers.

In the future, Lenzerheide will present itself as a possible host of such events. The vacation region offers a variety of opportunities that its partners can use throughout the year to present their products and services in the associated area of operation and for the desired image transfer. The atmosphere there is designed to allow Athletes Network direct and personal access to existing and potential partners. In return, Lenzerheide also benefits from Athletes Network's network.

"Lenzerheide is the sports hotspot of the Alps. In the course of the major events in the areas of biking, alpine skiing, cross-country skiing and biathlon, we are in lively exchange with athletes and sports officials. With the business network of Athletes Network we can promote this exchange. We become part of the large business network of Athletes Network, which unites various industries and meets regularly for partner events. True to the motto: Innovation through inspiration through new encounters. With the aim of a long-term successful cooperation, mutual inspiration and enrichment and the strengthening of the vacation region Lenzerheide," says Marc Schlüssel, CMO, Lenzerheide Marketing and Support AG.

What moves Lenzerheide? What is behind the vacation region's recipe for success? Which players played which role in the past and today? What is happening at the moment? Where do we want to go? And how? What challenges are we facing? What problems do we need to tackle? The new podcast "Lenzerheide Backstage wants to get to the bottom of such and other questions and stand for an open culture of conversation and exciting discussions.

On the 1st Wednesday of each month, a new 20- to 30-minute episode is released, focusing on a personality from the region. The podcast appears in Swiss German on Spotify, Apple Podcasts and Google Podcasts and is produced by Lenzerheide Marketing and Support.

First episode with Maurin Malär

Maurin Malär is the guest in the first episode of the new destination podcast "Lenzerheide Backstage". The 32-year-old has been mayor of the municipality of Vaz/Obervaz since January 1, 2022. In the podcast, he looks back on his first year in office and gives an insight into current burning political issues. He talks about the importance of tourism, the difficulties of cooperation in a cross-municipality destination, and upcoming major events.

"Instead of pure communication measures, this campaign kills several birds with one stone," explains Nicole Gysi, Brand Manager Nordic of the Lenzerheide vacation region. "Guests get an additional on-site experience and the cross-country ski region benefits from user-generated content, i.e. pictures and videos shared by guests on social media. An application that is authentic and appropriate for the target group."

The necessary incentive, including varied backdrops, is to be created with the "Lenzerheide Photo Spots" - distributed among the three political municipalities of Churwalden, Vaz/Obervaz and Lantsch/Lenz in the Lenzerheide vacation region. The four photo spots are located at the Parpan cross-country skiing center, at the Canols kiosk on the Heidsee lake, along the Heidsee lake and on the St. Cassian site in Lantsch/Lenz. The locations have been chosen in such a way that even non-cross-country skiers:inside can become aware of them and use the backdrops.

"Self-staging and self-expression have been in vogue for quite some time. Best proof are the social media such as Instagram, TikTok, Snapchat and Co. With the newly created photo spots, in the style of the selfie houses in big cities, we offer our guests the ideal platform," says Marc Schlüssel, CMO of the vacation region Lenzerheide. "We create incentives to put oneself and one's friends in the limelight in a creative way and to give free rein to photographic ideas and fantasies in order to take original selfies and photos. In this way, we virtually turn our visitors into unique influencers and authentic brand ambassadors."

It's all a question of perspective

Perspective is the common denominator of the four installations: It's all about optical illusions. Thus, in "The. Loop.", for example, which was created in collaboration with Salomon, you stand on your head, or you walk skyward over an "invisible staircase" in the installation "Stairway. To. Heaven." installation at Heidsee. "New. Perspectives." can also be found at Heidsee if you take pictures of yourself at the perfect angle under guidance, so that small and large mix. The last installation "Mirror. Maze." in Lantsch/Lenz is a kind of mirror maze in which optical illusions can be captured and photographed with the help of reflections.

Pictures tagged #lenzerheidefotospots are posted on the social wall at. Lenzerheide.swiss/photo-spots listed. At the end of the season the best pictures will be awarded.

Responsible at Lenzerheide Marketing and Support: Marc Schlüssel (CMO), Nicole Gysi (Brand Manager Nordic); Pointbreak Events (implementation): Micha Federle, Hannah Beneke.

Prominent support of the "comedy men

Comedian and presenter Stefan "Büssi" Büsser and his colleague Michael Schweizer have also never been on cross-country skis before. The two ventured onto the narrow slats for the first time as part of the cross-country skiing campaign of the Lenzerheide vacation region in collaboration with Salomon. As expected, little practiced, but all the more amusingly commented. With the support of biathlon pro Selina Gasparin, however, the two still managed to complete an entire lap in the Roland Arena in Lantsch/Lenz.

From January 25 to 29, 2023, the IBU Open European Championships Biathlon will take place in the Roland Arena in Lantsch/Lenz. The European Championships are the first of a series of three major biathlon events in Lenzerheide. Already in December 2023 the Biathlon World Cup and in January 2025 the Biathlon World Championships will take place in Lenzerheide. As part of this series of events, the organizers are unveiling the associated mascot named "Lenzi" today.

Mascot with message

It is a mascot with many messages. Starting with the shape of a capercaillie: This choice was not made by chance, as it was a pair of capercaillies that caused some talks with environmental organizations when it came to the expansion of the roller ski track at the Roland Arena in Lantsch/Lenz - the home of the capercaillie pair. "Lenzi", as a local of the sports venue, now invites to the biathlon events, raises awareness about important livelihoods, nature and sustainability, fights for respect and diversity - and: He is learning biathlon himself, even becoming a real biathlon star by the end of the event series.

The mascot is now visible in the form of cartoons telling the story of "Lenzi" on the communication channels of the organizer, but also in various regional newspapers. Furthermore, there will be trading cards, buttons and pins in the vacation region Lenzerheide. For the first time, "Lenzi" will appear as a living mascot the size of a human being during the European Biathlon Championships in January. Lenzi" was designed by German artist and illustrator Thomas Zipfel.

The capercaillie has all kinds of mischief on his mind and wants to know everything about the fascination of the biathlon. Lenzi trains hard and never misses an opportunity to become an unerring biathlete himself. Will it even be enough to become a shooting star? His home around the Roland Arena in Lantsch/Lenz offers a variety of training opportunities and is also the habitat of Lenzi's fellow biathlon athletes. When Lenzi is not on the cross-country skiing track, he takes on the "fight for capercaillie rights" and thus brings sport and nature into harmony. The much-committed Hahn knows what it takes for an unforgettable biathlon festival and looks forward to fans from near and far.

Carrying the brand 'Arosa Lenzerheide' to the outside world

"The 'Arosa Lenzerheide' ski is an unconventional marketing idea with which we can carry the 'Arosa Lenzerheide' brand to the outside world and inspire our fans," says Stefan Reichmuth, Head of Marketing Arosa Lenzerheide Bergbahnen. With its color gradient from blue to red or red to blue and the printed letters A and L, the ski is unmistakably designed for the Arosa Lenzerheide ski resort.
While in the Previous year campaign of the ski resort Arosa Lenzerheide the differences of Arosa and Lenzerheide were taken up, this year the focus is on the commonality - the common ski area that connects the two vacation regions. The unchanged slogan "Two hearts, one ski area" expresses this: the peculiarities of the individuals, but also the attractiveness, size and diversity of the whole.

In the new promotional film, the Arosa Lenzerheide ski resort is shown during the early morning and late evening hours. The captured mood reflects the primary colors of the ski area, the blue of Arosa and the red of Lenzerheide. And always in the picture is the new "Arosa Lenzerheide" ski.

The campaign involved collaboration with Anavon, Creative Intelligence Society AG (idea and concept), Matto Grosso (film production) and Farner Consulting AG (media).