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This project was developed as part of the LSA Junior Agency Award (JAA), a highly regarded Swiss university competition where students work on real client briefs in collaboration with leading agencies. Over the course of one semester, our team created a comprehensive communication strategy for Switzerland Tourism to promote the Art Museums of Switzerland (AMoS).
The challenge was to move beyond the existing booklet format and design a digital campaign that would unite ten different museums under one umbrella while positioning the Swiss art experience as a whole.
We began with an in-depth analysis of the target audience, brand positioning, and the competitive environment. Insights showed that potential visitors seek inspiration online, want authentic cultural experiences, and often feel overwhelmed by too many options. This understanding shaped our creative direction.
Our solution was an immersive campaign idea built around the customer journey — from inspiration to planning and remembering — that highlighted Swiss cultural diversity and short travel distances as unique selling points.
As this was a student project within the Junior Agency Award, our role was to design the concept, strategy, and communication plan. While the campaign was not implemented in real life, it served as a valuable opportunity to work on a real client brief, apply strategic and creative thinking, and gain insights into agency workflows and client collaboration.
