‘We stand on the shoulders of our rich pioneering heritage. It’s our history that has made us who we are. But, it’s our forward-thinking that keeps us relevant and exciting. Keeping our guests curious, entertained and tapping into the playfulness of the brand.’
St Moritz has a long standing reputation as a playground for the world’s jet setters. It’s popular amongst high-net-worth individuals (and families) and is often seen as the height of luxury. Through our research, we uncovered that luxury within these target audiences was about being unexpected and understated, it has an ‘if you know, you know’ attitude and is about moments of surprise and thoughtfulness.
Kulm’s essence was captured through vibrant lifestyle moments, embracing Engadin’s winter spirit. We honoured the hotel’s heritage by blending archival and modern imagery, showcasing its enduring legacy. Our creative direction was clear: inspire curiosity and convey unmatched understated luxury. This guided all art direction and copywriting, ensuring a playful yet resonant connection with the brand across all platforms.
A pivotal moment for the brand, the campaign required a complete overhaul in both the visual and verbal tone to ensure the brand felt contemporary and relevant. We assembled world renowned photographers and artists to enhance the art direction of the campaign. Luke Edward Hall’s whimsical paintings captured Kulm’s playful essence on printed materials, complemented by evocative lifestyle photography and video from Nils
Not only did we over achieve on the targets, with over 1,100 bookings, we generated impressions, clicks and conversions all way above average. Our paid social metrics had a significant increase from previous years with high engagement and clicks.
Alongside Display ads achieving 847% above the average industry CTR.
This campaign was all about creating that magical, playful feeling of winter and winter sport. It was an almighty success – achieving results well above its KPIs. We leaned into the brand and celebrated its eccentricity, bringing it to life with a lens from old and new. This campaign elevated the hotel’s brand essence and style in a way that hadn’t been done before. The strategy and creative worked together seamlessly to create an inspiring campaign that worked!