We thought, if people come to the resort to have fun, then why don’t weplay with them? So we challenged them to play I Spy. Messages like “it doesn’t have wings, yet it flies” made people wonder aboutwhat they had to Spy on. In the end, what they where going to do was finally came face-to-face with acar hanging from the Ski lift.

The event was documented by over 60 different publications, three television channels, and received countless mentions in online blogs and forums. All this was in addition to the word-of-mouth publicity generated by the three million tourists who passed through the ski resort during the six months that the campaign lasted.