Edelweiss will take you further than just to your destination
- The “ Every Pin a Story ” campaign showcases travel as a personal experience that goes beyond simply arriving
- The focus is on emotions, experiences, and the unique character of each destination
- A newly interpreted destination pin and an approachable visual language make this idea visible
Travel changes us – Edelweiss is convinced of this. With a new campaign, the Swiss airline shows that holidays are more than just arriving at a beautiful place. Edelweiss doesn't just take people to their destination, but one step further – with new impressions, emotions, and experiences.
The campaign centers on the idea that the journey doesn't end upon landing, but rather truly begins there. Edelweiss focuses on what travelers discover, learn, and experience at their destination – and how they return home with a backpack full of memories and positive feelings.
A ubiquitous symbol reinterpreted, creating a more approachable visual world
A distinctive visual element of the campaign is a newly designed location pin. Unlike classic location markers, it doesn't simply show a point on a map, but rather symbolically represents what a destination means to people on a personal level and what it evokes in them.
The visual language has also been further developed: it is closer to people, their emotions, and genuine moments – warm, authentic, and inspiring. The campaign builds on the well-known Edelweiss campaigns "Been there, done that" and "Leave. Love." and consistently continues their narrative.
“The new visual language evokes emotions. It’s not just about the destination, but about what we want to experience. We return from our holidays with memories and positive feelings,” says Nina Wach, Head of Brand Management and Marketing Communications at Edelweiss. “With ‘Every Pin a Story,’ Edelweiss is consistently continuing its journey from airline brand to travel brand.”
Visible in many places
"Every Pin a Story" comprises ten image motifs showcasing various destination clusters from Northern Europe to Asia. These are prominently displayed in public spaces, on mega-posters, and permanently at the airport. The campaign is complemented by over 50 destination motifs, which are presented online along the inspiration, decision, and booking stages.
People responsible for the campaign
Responsible at Edelweiss: Bernd Bauer (Chief Executive Officer), Patrick Heymann (Chief Commercial Officer), Nina Wach (Head of Brand Management and Marketing Communications), Monika Blaser (Marketing Communications).
Responsible at thjnk Zurich: Alexander Jaggy; Pablo Schencke (Managing Director, Creative); Maira Weidmann, Luca Stancheris (Creative Direction); Tobias Buholzer, Anna-Fiona Geller (Copywriting); Katharina Binder, Elhan Abduli, Ruben Scupin (Art Direction); Patricia Schneider, Célina Stadler, Moritz Houmard (Graphic Design); Gordon Nemitz (Managing Director, Strategy); Fabienne Peyer (Strategy); Andrea Bison (Managing Director, Consulting); Cornelia Nünlist, Michaela Bossard, Mark Ottiger, Fabienne Hug (Consulting); Marc Seibert, Guido Block (thjnk 24/7)
External partners: nc ag (image editing), Mediaschneider and Outdoor Media (media)
