Magic Pass: What if offline were still a powerful growth accelerator?
At a time when most media strategies focus on digital, one question deserves to be asked:how do you create a massive impact in just a few weeks?
For the launch of the Magic Pass 2026/2027 edition, the stakes were clear: generate maximum sales from the very start of commercialization. In such a short period, every day counts.
OOH billboard at a petrol station in Thonon-les-Bains
Our conviction?
When it comes to rapidly building awareness and triggering purchase intent on a large scale, offline remains an incredibly effective lever.
We therefore designed a strategy relying exclusively on two powerful media channels:out-of-home advertising and television..
The objective was not simply to be visible, but to be seen, seen again, and remembered..
From tram wraps in Geneva to train lines around Zurich, along with a strong television presence, each touchpoint reinforced the previous one. This controlled repetition successfully anchored Magic Pass in consumers' minds just as their purchasing decisions were taking shape.
The results speak for themselves
- 81.5 million contacts generated
- +18% visibility compared to the previous year
- +53% contacts via OOH advertising in Switzerland
- Over 30 million TV contacts
- +23% sales compared to the previous edition
Affiche OOH dans un arrêt de bus à Bourg-en-bresse
Beyond the numbers, this campaign demonstrates that a media strategy is not just about choosing channels. It is about selecting the most relevant levers based on a specific objective.
In this case, offline was not an alternative to digital. It was the best way to achieve an immediate, massive, and memorable impact.
A huge thank you to Magic Mountain Cooperation for their renewed trust. We are proud to support, year after year, the development of a project that has become a benchmark in Swiss mountain tourism.