How do you launch a new countrywide campaign and get the public's awareness for Switzerland as holiday destination by the Swiss Tourism Board?

We broke the solution a few days later, by stating that all was an April Fools joke (intended in a tongue-in-cheek manner), yet gained the media attention for sure and that generated a stir (even abroad), a lot of recognition, the campaign was widely talked about and broadcasted on.

The broad international news coverage (TV, Print, Internet) on the launch, which resulted in real mountain cleaning courses being offered through tourist boards - so actually what started as a advertising gag turned into reality, changing how people felt and thought about the whole idea.