Create in selected European countries a high degree of desirability to spend the next winter vacation in Switzerland, generate traffic on www.myswitzerland.com and create a story which is picked up by the media.

Beautiful Swiss ski instructors display their legendary attraction and attract women across Europe and convince women to spend their winter vacation in Switzerland. And the most beautiful ski instructor, selected by women only, can even be won. For a day. Or so.

Over 250 media reports in Europe in television, newspapers and online. Over 4 million visits to www.myswitzerland.com and an increase in bookings of over 4% versus the previous year. More than 400,000 women vote online to elect Switzerland’s most beautiful ski instructor.