Opération Plume

How do you get people to try something new? In the autumn of 2015 the Pays-d’Enhaut Tourist Board asked us to help them persuade the population of the Lake Geneva region that they should visit Château-d’Oex for a ski break this winter, rather than their traditional destinations.

The offer was attractive – a night’s accommodation and a day’s skiing for CHF 70.- was a great deal – but the challenge was to compete with the other destinations with the same goal. Our proposal was to harness the destination’s greatest strength – its residents. We asked the local population to handwrite 5,000 postcards inviting people living down by the lake to come up to Château-d’Oex.

The response was phenomenal – we organised a “writing day” in late November, and willing scribes piled into a local restaurant to write piles of postcards that would be stamped and mailed, and a campaign website.

The campaign brought lots of new visitors to Château-d’Oex, plenty of media attention to the region, and a great sense of camaraderie to a destination whose inhabitants showed that working together, they could really make a difference to tourism in their location.

www.enhaut.ch

What we did

Graphic style / Web design / Web development / Communications Strategy / Copywriting / Project Management / Video

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