End of 2018, Creatives has won a pitch for the Magic Moutains Corporation,
which consisted in the realization of a 360° campaign to promote the Magic Pass.
Since early 2019, we thus collaborate with this corporation based in Crans-Montana, in order to create an innovative and fun communication around their products.
Our mission was to take the existing communication around the Magic Pass to another level, by designing and producing a multichannel campaign of national impact. The campaign would be launched at the release of the new 2019-2020 pass.
Whereas the Magic Pass is well-known in French-speaking Switzerland, it’s not the same in the German-speaking part of the country. The campaign had to target this aditionnal issue by raising awareness around the pass in German-speaking Switzerland. Another objective was to communicate clearly around the fact that the Magic Pass also gives access to the ski resorts during summertime.
The Magic pass is a card that gives access to 30 ski resorts, during winter and summertime. This represents a total amount of more than 1’200 km of slopes. The Magic Pass is simply amazing, it’s… “WOAAAA”. There is no need for further explanations, the product speaks for itself. This was the root of the concept we imagined at Creatives.
In order to answer the client’s requests, the campaign has been split in two separate parts: the first one (winter), displays a selection of scenes involving happy customers, amazed to have access to such a magical product. Published since mid-march 2019 (when the 2019-2020 pass was officially released), this first campaign will last approximately three months and will be displayed in various formats. In print, we have created a visual campaign displayed in the following formats : F12, F200, F4, A2, A4 and F24, as well as fylers and roll-ups, that will be used during events and in the partners ski-resorts. In video, we have organized a shooting on the slopes and produced a film adapted for television and social networks. In digital, we have created content for social networks and produced a bannering campaign.
Displayed on three channels (RTS 1 – SF1 – Pool TF1) during three weeks, the TV spot has been seen by an audience of approximately seven million people. The wide visibility of the campaign has permitted the client to achieve his promotion objectives for the launching of the new pass, with a number of sales in augmentation compared to the same segment of the previous year (+33%). Finally, the awareness campaign developed in German-speaking Switzerland has also had a considerable impact: the sales have tripled in this area.
· Project management: Patrick Alvarez
· Strategy: Mathieu Fouvy & Gilles Dumont
· Conception: Jonathan Viey & Robin Chessex
· Art direction: Stéphanie Etienne
· Copywriting: Elliot Vaucher
· Video production management: Géraldine Dardel
· Graphic design: Agnès Schüpbach, Joël Beney, Stefan Sekulic, Gabriel Fernandes & Line Labie
· Video: Jonathan Viey & Robin Chessex