In a collaborative effort, Roadshow Promotions, the leading provider of promotional buses in the UK, has teamed up with Verbier Ski Resort to transport a taste of Switzerland to London.
Verbier, the renowned Swiss skiing destination, opted for a double-decker promotional bus as the centerpiece for its “London’s Calling” winter campaign. The campaign aimed to entice city dwellers to explore a “workcation” experience in the resort while heralding the arrival of the winter season.
Heaven Publicity, a prominent travel PR and marketing agency, orchestrated the “London’s Calling” campaign, which prominently featured Verbier Tourism throughout a stunning week-long promotional event centered around the double-decker bus.
The primary goal of the bus was to boost awareness and garner interest in the ski resort among Londoners. It made stops for a day at Shoreditch and Spitalfields, two vibrant areas known for their bustling atmosphere and diverse communities.
At each destination, the promotional bus quickly became a crowd magnet, drawing in hundreds of people intrigued by the prospect of experiencing 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 the pre-season parties. These gatherings featured Swiss raclette cheese and an assortment of Swiss beers, wines, and gins, taking place 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. It showcased breathtaking footage of Verbier’s snow-covered slopes, luxurious accommodations, and the delectable cuisine of the Alpine region.
Inside, the bus featured a modular interior design and a hospitality area thoughtfully curated to reflect the Verbier brand. The seating layout 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, stressed the importance of the double-decker promotional bus in their overall marketing strategy. She described it as a crucial component that facilitated both hospitality and awareness, allowing Londoners to discover more about Verbier’s unique offerings and enticing them to plan a visit.
In addition to the bus, the campaign included “meet the journalist” events, two public evenings, and the Verbier team working remotely and setting up temporary offices at Iron Bloom, some 806 kilometers from their usual Swiss headquarters.
Natasha Greenley, Director of Roadshow Promotions, expressed her enthusiasm, saying, “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.”