Big, bigger, POSTCARD
Swiss Post Advertising

This postcard didn’t fit in any letter box. “The mail carrier and our staff at the tourist information office were slightly overwhelmed to start with. As was I, to be honest,” writes Joel de Buren, Head of Marketing and Sustainability at Zug Tourismus, on LinkedIn. The postcard measuring 165 x 100 centimetres was personally addressed and featured a well-known sight of the Zug tourist destination.

In March 2026, Swiss Post Advertising wanted to attract the attention of marketing managers at Swiss tourist destinations and mountain railways with XXL postcards. Towards the end of the winter season, many tourism organizations already start planning their summer or autumn campaigns. This was precisely when Swiss Post Advertising wanted to be present, so it took an idea that stood out from the crowd.

Rethinking a tourism communications classic

The postcard is tailor-made for the target audience: a classic, emotionally charged and familiar to everyone. “It looks more like a personal greeting than an advertising tool,” says Michelle Schneider, Senior Project Manager Advertising Marketing at Swiss Post Advertising. At the same time, it connects tourism with Swiss Post more perfectly than almost any other medium.

PostCard Creator, an app for designing and sending postcards digitally, was a key source of inspiration for the team at Maison Metzger creative agency. “For many years now, PostCard Creator has shown how a modern take on this tried-and-tested medium can be used to great effect. For us, the XXL version was the logical development of this idea,” says Bettina Dührkoop, Head of Strategy at Maison Metzger.

The power of the format

The idea was surprisingly simple: to reinterpret something familiar with a twist. But A3 format wouldn’t have been enough for Bettina Dührkoop. The postcards had to be really oversized: “Because the real eye-catcher was the unmissable physical presence.” The effect was created by the contrast between the familiar medium and its unusual size. Michelle Schneider, describes the principle as “I know it – but I’ve never seen it quite like that before.”

It was immediately clear that it worked. Sibylle Hänni, Head of Digital Marketing & Communications at Bern Welcome, wrote on LinkedIn: “The post came today: it’s great – in every sense of the word! Attention is a rare commodity, and with this personal postcard, Swiss Post Advertising deserves my attention today.”

More than just big

For the idea to be convincing, the XXL version had to look like a real postcard down to the smallest detail – with a stamp, postmark and handwritten look. Each card was unique and sent as Bulky goods Priority. Unpackaged, as Bettina Dührkoop emphasizes: “If we had packaged them, a large part of the surprise effect would have been lost.”

When choosing the material, stability, weather resistance and environmental aspects had to be weighed up. The solution was a combination of paper and plastic, which also made it possible to hang up the card. Swiss Post Advertising sent suitable attachments on request. And for cards that didn’t fit on the wall or in the office, the company offered a collection service by post.

Surprise first, then follow up personally

The aim of the XXL postcards wasn’t just to stand out, but to open doors. After the mailing, the advertising specialists at Swiss Post Advertising contacted the tourism managers in person – using the postcard as the perfect way to start the conversation. “A key part of the campaign was the proof of concept: we’re not just talking about how good campaigns can generate maximum attention – we’re showing how it’s done,” says Michelle Schneider.

In addition to many reactions on LinkedIn, the company also received some specific enquiries: a few recipients wanted to know how they could implement a mailing like this for their destination.