How We Turned a Milan Tram Into an Intercontinental Trip

Context

Swiss International Air Lines wanted to promote their winter sports travel offers to a London audience more used to drizzle than snowfall. The challenge: how do you evoke the joy of the Alps-right in the middle of the UK’s grey winter streets?

Approach

We brought Switzerland to London-literally. As part of SWISS’s “Made of Switzerland” campaign, we transformed Old Spitalfields Market and the Ski & Snowboard Festival into immersive Alpine playgrounds. Powered by real snow, pine trees, and interactive tech, we created a 64m² experience where people could throw virtual snowballs and get transported to the Swiss Alps.

Outcome

The activation delivered a memorable winter moment in the heart of London, with over 1,500 participants, thousands of interactions, and a buzz that extended across PR and social. SWISS was named Best Booth at the Ski & Snowboard Festival-proving that sometimes, all it takes is a snowball to start a storm.

Real Snow, Real Joy, Real-Time Tech

Using Unity 3D and tracking tech, we turned play into connection. Surrounded by real Alpine elements, Londoners immersed themselves in a game that felt both magical and on-brand.

From Chocolate to Chill

Over 3,300 SWISS chocolates, 1,500 beanies, and a flurry of branded gifts turned this into a high-engagement, multi-sensory experience—proving that air travel isn’t just a utility, it’s a feeling.

SWISS International Airlines

Marketing Team

“Foundry helped us turn digital engagement into something tangible, joyful, and unforgettable.”

1,500+

Active participants over 3 days

6,000+

Snowballs thrown

8 weeks

From briefing to live event

How We Turned a Milan Tram Into an Intercontinental Trip

Real Snow, Real Joy, Real-Time Tech

From Chocolate to Chill

Success stories. With proven results.