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We were tasked with inspiring British holidaymakers to rediscover Switzerland as an exciting winter and summer holiday destination. We launched an integrated, multi-channel campaign including; experiential, digital, mobile, direct mail, event handouts, print, blogger reach and social media. The aim was to celebrate the wonder of Switzerland as a winter holiday destination, enabling everyone to Reach Out +Touch a piece of Switzerland. Between the 15th and 29th of November 2012, 5 massive Swiss ice blocks appeared in high profile locations across the London, celebrating Switzerland’s winter 2012/13 season. Each block, roughly hewn as if cut from a Swiss glacier or mountain side represented one of the five ski regions of Switzerland.