Top Spot Award Switzerland

Four Swiss regions, ten filmmakers and one shared brief. In 2021, FMD and Switzerland Tourism connected regional film productions through a competition.

Partner: Switzerland Tourism
Project year: 2021
Format: Film competition and destination campaign
Locations: Four Swiss regions

One concept, different regions

Participants were challenged to create a 100-second film in 100 hours. The Lake Geneva region, Valais, Graubünden and the Jungfrau Region offered different landscapes and stories. Public transport was also part of the filmmaking brief.

Coordinating several locations

The campaign connected regional partners, filmmakers and accompanying creators. FMD’s project documentation describes partner coordination, travel planning, mobility and accommodation. The selected films show how one framework can give different destinations their own distinctive presentation.

Project coverage: htr: Bericht zum Top Spot Award, 7. September 2021

Tourism content and series for destinations

The Challenge

100 hours in 100 seconds

Inspired by the Falcon Lens Award in Abu Dhabi 2018, Switzerland Tourism requested us to implement a similar campaign for several Alpine regions, resulting in at least 10 modern image videos for the destinations.

Marketing Goals

10 Filmmakers. 6 Partners. 4 Regions.

The Top Spot 2021 did not just focus on one destination, but on four different regions in Switzerland. This logistical challenge quickly turned out to be a true diversity bonus, because spectacular images and videos were used to draw attention to the tourist highlights of all regions. In addition to marketing regional attractions, local partners such as Mammut, Victorinox and Europcar also benefited from the resulting footage. The spectacle again formed an optimal combination of content, social media and event marketing according to FMD's philosophy.

Concept

With the Top Spot Award, FMD took a marketing concept that had already made headlines across industries in the past thanks to a symbiosis of intelligent partnerships to the next round. The high-quality video and photo contributions by community members and the publication strategy by FMD have repeatedly created an unparalleled combination of quality and reach in the past.

Organization

FMD is known for spectacular productions at home and abroad and was also able to draw on many years of experience for this project. In addition to the logistical challenges and on-site organization, the team also ensured optimal cooperation between the partners as well as travel planning, mobility and on-site accommodation for the participants in Bern and each of the other four destinations.

Production

At the heart of the campaign were the videos of the participants, which even exceeded the expectations of the FMD team and the partners thanks to a careful pre-selection of competitors. The invited influencers were also convincing in terms of content creation and they communicated the course of the competition on their channels during the 100 hours.

Evaluation

Due to the high popularity of the content, not only did the influencers achieve great reach with their posts, but FMD's videos and photos were also shared very frequently on the platforms of the Swiss partners.