St. Moritz is world-famous for its legendary winters. But its spectacular summers? Not so much. With changing climate realities, alpine summer tourism is more relevant than ever. So St. Moritz is doing what only an iconic destination brand can do: claiming the alpine summer with a radically minimalist campaign, reduced to the max for maximum impact. No tagline. No logo. No explanation. Just «St. Summer» in the style of the iconic St. Moritz trademark, protected since 1937. As part of this long-term positioning strategy, «St. Summer» is now a registered trademark, too.

AWARDS

ADC Switzerland, Bronze (Poster)