Get some sun - Davos | Clapboard Ad Archive
Davos and Bandara’s Get some sun campaign in Year set a new standard for experiential marketing in the travel and leisure sector, targeting Zurich’s winter-weary residents with a creative concept that blended immersive technology, sensory stimulation, and celebrity-driven brand recall. With Zurich’s sunless winter as its context, the activation placed a real chairlift installation in the heart of Europaallee and armed visitors with VR headsets that instantaneously whisked them from the city’s grey fog to the sun-drenched panoramas of Davos Klosters. The experience unfolded not as a straightforward product demo but as a meticulously orchestrated sensory journey: participants virtually rode a chairlift, skied across alpine slopes, and found themselves welcomed at the iconic Jatzhütte, with every environmental cue rigorously considered. A fan conjured the crisp mountain wind; a heating element recreated the feeling of alpine sun against skin; and the air was thick with the distinctive aroma of molten fondue, grounding the simulation in a Swiss gastronomic staple. Central to the narrative was the presence of Dominique Rinderknecht, former Miss Switzerland and a visible ambassador for the Davos brand, whose dual role inside the VR simulation and in-person as a surprise host exemplified how a recurring and aspirational personality can deepen emotional connection—a device that sits squarely in Clapboard’s FORMAT#8—Ongoing Characters or Celebrities. Rather than serve as a direct spokesperson, Rinderknecht’s integration lent familiarity, aspiration, and immediacy, helping visitors dissolve the boundary between Zurich’s urban grind and Davos’s mountain hospitality. This seamless interplay of celebrity, setting, and sensory touchpoints not only heightened the drama and memorability of the encounter but also entrenched Davos within participants’ consideration set as a tangible antidote to midwinter malaise. The campaign’s single media asset, capturing authentic emotion and astonishment, underscored the potency of the creative approach—proving that even in measured, real-world contexts, carefully executed multi-sensory and personality-driven engagement can transform perception. Clapboard rates this 69/100. As destination marketers look to the next horizon for experience-led storytelling, Get some sun demonstrates the compounded impact of integrating iconic faces with cutting-edge immersive formats to deliver localized utility and lasting brand equity.
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