Thinking outside of the container once again, the IWC Big Pilot takes to the air on the Laax Aerial Tramway and on top of mountain Crap Sogn Gion.
When on the slopes, you are most likely to be busy focusing on carving your own turns – and ideally on the skiers and snowboarders around you. But this winter, it might be worth looking up.
THE BIG PILOT IN THE BIG WHITE SNOW
As of the beginning of ski season 2021/2022, the Crap Sogn Gion Aerial Tramway, which is capable of holding up to 125 people, launches a massive ad of the new IWC Big Pilot’s Watch 43 (Ref. IW329301). Using environmentally friendly latex ink, the design icon that now sports a 43-mm-case is printed on a special foil which is 100% free of PVC and phthalates. The same materials are also used for BIG PILOT ads that are wrapped around a dozen gondolas and are displayed all around the ski-lift middle station at Crap Sogn Gion.
To further top this refreshing touch of marketing extravagance, IWC created outdoor billboards using innovative and resource-friendly textile mesh – an Ecotex®-fabric free of heavy metals, plasticisers and other substances that might cause irritations or allergic reactions. Skiers and snowboarders can now take a short break from tearing up ski slope no. 38 and safely marvel at the gigantic 3D BIG PILOT billboard at Arena Express 1 middle station.
The Big Pilot on the Laax aerial tramway
The Big Pilot’s Watch 43 Ref. IW329301
Gondolas featuring the new IWC environmentally friendly ad
The Big Pilot ad overlooking the beautiful Laax-Flims region
Big Pilot in the big white snow
“Time To Fly” billboard at rocksresort
Flims Plaun (Arena Express Bahn)
— Getting ready for the Big Pilot (all photos by The Image Gate for IWC)
ON THE SAME WAVELENGTH
The marketing initiative seamlessly ties in with the BIG PILOT Roadshow #IWCONTOUR. High-tech booths resembling shipping containers toured the entire globe starting in the United Kingdom in July and closing in New York City in November of last year. With the help of brand-new hologram technology, IWC brought together brand ambassador Lewis Hamilton, as well as IWC representatives such as former watchmaker Kurt Klaus and CEO Christoph Grainger-Herr with clients and watch enthusiasts.
Launching the first OoH (Out of Home-) campaign in an Alpine area to use entirely environmentally friendly material, IWC yet again emphasises its strong focus on sustainable and environmentally friendly solutions. Among Switzerland’s most famous ski resorts, Laax is known for imposing stringent requirements in terms of environmental protection. All projects in the Flims/Laax region are required to incorporate the “Greenstyle Philosophy”, that is, working towards the goal to cover all the region’s energy needs with 100% renewable energy produced in the region.
Stop by our IWC pop-up at the Laax Talstation “rocksresort” between Feb 18th to 22nd, to discover our watches and get a coffee before you hit the slopes.
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