Blick and Ochsner Sport continue "26 Summits" hiking campaign
The hiking campaign "26 Summits" by Blick and Ochsner Sport starts its second round on Tuesday. The cross-media campaign once again encourages Swiss people to explore the mountain world in their own country - now with additional summits and routes, a ranking on the website and a special "26 Summits Day".
Blick and Ochsner Sport want to send the Swiss* to the mountains in a playful way again this year with the "26 Summits" campaign. Since Tuesday, interested parties can register at 26summits.ch register and start the challenge of climbing 26 Swiss peaks. The hiking offer is enriched with new mountain peaks and additional trail running and family routes.
"We are very excited to continue on this path with Ochsner Sport," says Minara Mathys, Head of New Business & Sport at Blick Group. "With '26 Summits', we moved Switzerland in the first execution: a large community formed on Instagram under the hashtag #26Summits, over 40,000 codes on summit signs were scanned, and all participants together hiked from the earth to the moon! We want to build on this success and keep it going".
The centerpieces of the cross-media campaign continue to be the website, the special magazine and the QR codes on the panels located on Swiss mountain peaks. "Precisely because hiking is so popular and small Switzerland offers such great opportunities, it can be covered endlessly. It's fun and broadens the horizon," says Marcel Zulauf, Team Leader Publishing at Ringier Brand Studio, which is responsible for the content. By scanning the codes, the summits climbed are digitally collected in the hikers' profiles and they get the chance to win prizes.
Additional typical game elements have been added: In the login area, participants can conquer a virtual mountain and compare their ranking with the rankings of other community members. In order to serve all of the country's language regions, "26 Summits" is now available in German, French and Italian - with some elements on the website and on the boards also appearing in Romansh.
On August 1, a special "26 Summits Day" will be held for the first time. This will be presented together with Imbach Reisen: 26 hiking guides will lead the respective groups of participants to one of the Swiss summits. The aim is to reach the mountain peaks at the same time.
A 72-page magazine with stories and reports about hiking in Switzerland will be SonntagsBlick May 2, L'illustré on May 5 and il Caffè on May 16 to kick off "26 Summits". In addition, the Blick Group, in cooperation with Ochsner Sport, will play a variety of content in different formats on the subject of hiking on all channels until the end of fall.
