Police opens the skiing season in Austria and Switzerland with an advert campaign on the ski lifts and slopes of 13 top ski locations. The campaign is to run from 18 December 2009 to 18 April 2010.
Skiers arriving in Austria and Switzerland from all of Europe will be able to view the backstage video of the new 2010 sunglasses campaign, organised by the brand with the characteristic payoff "BeYounique", for a period of four months, starting from the 18th of December.
Filmed in Milan during the shooting of the latest Police photograph campaign for the 2010 summer season, the advert represents Police's plucky, unique lifestyle, not only as regards sunglasses but also watches, jewels, leatherwear, clothing and fragrances.
This is a "Younique" opportunity to reach the 19m skiers and sports men and women who flock to a number of prestigious tourist destinations throughout the season, some included in the programme of the 2009/2010 Alpine World Ski Championships.
The 30-second Police advert will be aired on maxi-screens set up on cableways, ski lifts and chairlifts of 10 resorts in Austria (Haus, Schladming, Mayrhofen, Kitzbühel, Kirkchberg, Sölden, St.Anton, Ischgl 1, Ischgl 2, Hinterstoder) and 3 in Switzerland (Silvaplana/St.Moritz, Zermatt, Grindewald).
Police is a proprietary brand of De Rigo Vision, a world leading company in the design, production and distribution of top quality, high-end glasses, and one of the most important eyewear retailers in Europe, through its chains General Optica (Spain) and Boots Opticians (UK). The Group's products are designed in Italy and distributed in some 80 countries worldwide, primarily in Europe, Asia and the Americas.