Andermatt Swiss Alps are the developers behind a £1.2 billion redevelopment of the ski resort of Andermatt in Switzerland.
The redevelopment aimed to reposition Andermatt as a luxurious, premium resort, able to compete with the likes of Verbier and St. Moritz. As part of this aim, six 4* and 5* hotels will be constructed, along with several hundred luxury apartments.
Andermatt Swiss Alps therefore wished to generate coverage in the UK media, promoting both the financial incentives of purchasing property in Andermatt, as well as the development of the various activities possible throughout the year within the resort.
Sermelo agreed with Andermatt Swiss Alps that any media campaign needed to highlight both the financial advantages of purchasing in Andermatt, as well as the various cultural and sporting offerings available within the resort. Engagement with both national travel, wintersports, and luxury media, as well as property investment trade publications was agreed to be a priority.
Sermelo therefore worked to build strong relationships with target journalists, creating opportunities to invite them on to personalised press trips. This enabled target media to gain an understanding of Andermatt's unique offerring, creating a positive environment for the sale of the developed property.
23 pieces of coverage achieved in 2017:
Sermelo and Andermatt Swiss Alps agreed that 2017 was a successful year and helped to create a conducive selling environment in the UK. This was confirmed by the noted increase in potential buyers from the UK observed in the first half of 2018.