Luzern Tourismus Archives - m&k https://www.markt-kom.com/en/tag/luzern-tourismus/ The creative side of the economy Wed, 28 Oct 2026 15:24:58 +0000 en-US hourly 1 https://wordpress.org/?v=7.1.3 https://www.markt-kom.com/wp-content/uploads/2024/07/favicon-150x150.png Luzern Tourismus Archives - m&k https://www.markt-kom.com/en/tag/luzern-tourismus/ 32 32 Luzern Tourismus und Neustadt: «One day is enough» im Winter https://www.markt-kom.com/en/kreativity/kampagnen/luzern-tourismus-und-neustadt-one-day-is-enough-im-winter/ Wed, 28 Oct 2026 15:07:23 +0000 https://www.markt-kom.com/de/?p=263768 Eine lächelnde Frau mit roter Mütze im Videoanruf vor einem Innenraum mit Lichtern. Quelle: zvg
A person in a carnival costume on a video call in front of Lucerne's Old Town. Source: zvg

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.

Auf dem Schiff erleben Gäste den Winter am Vierwaldstättersee. Quelle: zvg
On the ship, guests experience winter on Lake Lucerne. Source: zvg

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.

Eines der fünf Videos spielt auf dem Luzerner Weihnachtsmarkt. Quelle: zvg
One of the five videos is set at the Lucerne Christmas market. Source: zvg

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.

Im Hotel mit Seeblick spielt eine weitere der fünf Geschichten. Quelle: zvg
Another of the five stories takes place at the hotel with a lake view. Source: zvg

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.»

Das Lilu Lichtfestival Luzern ist ebenfalls Schauplatz der Kampagne. Quelle: zvg
The Lilu Light Festival in Lucerne is also a venue for the campaign. Source: zvg

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.

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