Roadshow Promotions, the UK’s premier provider of promotional buses, has teamed up with Verbier Ski Resort to bring a taste of Switzerland to London.
Verbier, the renowned Swiss skiing destination, opted for a double-decker promotional bus to launch its “London’s Calling” winter campaign, enticing urbanites to experience a “workcation” at the resort and to kick off the winter season.
Organized by Heaven Publicity, a prominent travel PR and marketing agency, the “London’s Calling” campaign prominently featured Verbier Tourism during a captivating week-long promotional event, centered around a double-decker bus.
The bus’s primary mission was to raise awareness and pique interest in the ski resort among Londoners. It made stops for a day at both Shoreditch and Spitalfields, two popular areas known for their vibrant atmosphere and diverse communities.
Upon arrival at each destination, the promotional bus became an instant crowd-puller, drawing hundreds of curious onlookers eager to explore Verbier’s winter wonderland firsthand.
Visitors flocked to the bus to inquire about the resort, participate in a competition for a chance to win a stay in Verbier, or savor pre-season parties featuring Swiss raclette cheese and a selection of Swiss beers, wines, and gins at Iron Bloom in Shoreditch on Friday and Saturday evenings at the end of the tour.
The double-decker promotional bus was equipped with an outdoor video screen that provided a captivating visual display, showcasing breathtaking footage of Verbier’s snow-covered slopes, luxurious accommodations, and the culinary delights of the Alpine region.
Inside, the bus boasted a modular interior design and hospitality area meticulously curated to reflect the brand. The seating arrangement ensured comfort for visitors while immersing them in the ambiance of the ski resort. Roadshow Promotions also supplied a driver and managed all logistics for the London tour.
Lynsey Devon, Founder of Heaven Publicity, underscored the bus’s significance in their overall marketing strategy, describing it as a crucial element that facilitated both hospitality and awareness, enabling Londoners to discover more about Verbier’s unique offerings and encouraging them to plan a visit.
In addition to the bus, the campaign featured “meet the journalist” events, two public evenings, and the Verbier team working remotely, setting up temporary offices at Iron Bloom, some 806km from their usual Swiss headquarters.
Natasha Greenley, Director of Roadshow Promotions, commented, “With its innovative and engaging approach, Verbier’s “London’s Calling” campaign successfully captured the attention of Londoners and left a lasting impression. By bringing a slice of the Swiss ski resort to the heart of the city, the campaign has inspired countless individuals to embark on a memorable winter adventure in Verbier. We’re delighted to have been part of it.”