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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 were set to 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. Our priority was to secure coverage in both national travel, wintersports and luxury media, as well as property investment trade publications.
Using our strong relationships with target journalists, we created opportunities to invite them on personalised press trips. This enabled target media to gain an understanding of Andermatt's incredible beauty and offering, creating positive coverage to support property sales.
We have achieved sustained tier one coverage across both national and trade press, in publications such as Financial Times, The Times, Daily Mail, Daily Telegraph, Cycling Plus, Good Ski Guide, Golf World.
Media coverage centred on a number of different topics, with our key focus being the property and investment angle. However, we also supplemented the storyline with mentions of seasonal offerings such as winter sports (skiing, snowboarding etc) and summer activities (golf, cycling etc) to allow for year-round coverage of Andermatt Swiss Alps.
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