Too hot in New York's concrete jungle? SWISS (Swiss International Air Lines) will introduce the peaceful environment of summer in Switzerland at New York’s Union Square Plaza with a large-scale multi-sensory experience. On July 31st and August 1st, from 8 am to 7 pm, heat exhausted, weary commuters walking through Union Square have the chance to immerse themselves in the beauty and tranquility that Switzerland’s landscape has to offer, as well as have the opportunity to win flight tickets on SWISS. At the center of the campaign is a 10 ft. x 15 ft. video installation displaying a Swiss waterfall surrounded by mountains. Multiple sensory elements accompany the waterfall with the sounds of rushing water, scent diffusers with alpine, flowery essential oils and cool, misting water integrated into the activation.
"SWISS enhances its value to consumers by utilizing new and innovative technology, not only for its in-flight experience and with state-of-the-art aircraft, but also with on the ground facilities and events," said Andreas Gassler, Director of Marketing for The Lufthansa Group, The Americas. "This marketing activation offers New Yorkers a unique relief from the heat while creatively providing travel inspiration for their next vacation. New York is also a key market for SWISS and so we aim to maintain New Yorkers’ enthusiasm to visit the beautiful country of Switzerland".
The activation is carried out in partnership with Switzerland Tourism. The date of the event corresponds with Swiss National Day on August 1st. Both organizations will jointly celebrate the founding of the Swiss Confederation and New Yorkers will get a taste of what Swiss pride means!
The SWISS activation features towns such as Davos, Zermatt and St. Moritz, which embody the essence of Switzerland's breathtaking natural scenery and temperate climate. These destinations offer respite to those looking to escape the heat, year-round. The visuals and displayed temperatures of cities in Switzerland contrast New York's humid summer weather and create relief from the heat. Attendees also have the opportunity to enter a sweepstakes with a chance to win two flights to the SWISS hub Zurich by posting a photo on their social media channels.