The Snow Centre in Hemel Hempstead has a new Swiss look.

The Snow Centre in Hemel Hempstead has a new Swiss look.

Skiers and boarders enjoying their time on the closest real-snow slopes to London will no longer be looking at views of the Austrian Tirol at Solden as they had since the centre opened, but now at stunning views of the Alps further west in the Valais region of Switzerland.

Besides the branding, which extends to other parts of the building, the partnership also covers  events at The Snow Centre, cross use of communication channels as well as joint trips to Switzerland.

“In order to be front of mind of new skiers, Switzerland wants to be present at their first attempts on the slopes. This was the reason for Switzerland Tourism together with the Valais entering a partnership with the Snow Centre,” a spokesperson for Switzerland Tourism said, “This is a great way to position Switzerland as early as possible as the ideal ski destination for this new audience.”

In addition to that the presence at The Snow Centre allows Switzerland to send marketing material to ski and snowboard fans who regularly visit the slopes and the ones who think about getting back on the slopes.

From 7-9 October, a public launch event will be the official start of the partnership. Besides the branding of the indoor slope, there will be Swiss specialties available in the restaurant and a check-in area representing Swiss International Air Lines.

To guarantee the full customer journey, The Snow Centre ski instructors will take clients on winter sports trips to the Valais to experience the real winter in the Alps. There will be around five of these trips organised each winter season