Switzerland’s tourist industry is heading into the winter season flush with confidence, featuring a bare-chested ski instructor in its new marketing campaign. Switzerland Tourism’s advertising features a topless male ski instructor. A competition is part of the international campaign. Up for grabs is a weeklong ski holiday, including private ski instruction. Anyone taking part votes for the ski instructor shown on the Switzerland Tourism website they consider the most attractive. Each week, the candidates receiving the fewest votes are dropped from the list until only the “best-looking ski instructor” remains. There will be a draw to choose the winner of the ski package. This is not the first time tourism has bet on sex appeal: last year, a campaign tried to attract women to Switzerland during football’s World Cup.
travelFiled under: alpine, sport, tourism | Tagged: advertising, competition, holidays, marketing, skiing, Swiss, Switzerland, tourism, travel
I think it’s a great idea for promoting skiing packages to Switzerland, however I wish they had a female version as well to appeal to men. Are they just trying to attract more women to take skiing vacations in CH?