As the December chill settles across Europe and festive lights begin frosting shop windows, SWISS invites travellers to look beyond departures and arrivals — with a campaign that delivers more than seats: it sends warmth, connection, and shared memories. The campaign? LXmas dalla Nonna.
At the heart of LXmas dalla Nonna stand two women: a Swiss “Grosi” and an Italian “Nonna.” They aren’t just characters — they are embodiments of home, comfort, tradition and generosity. In doing so, SWISS doesn’t sell a destination or a price tag. It sells the feeling of coming home: the smell of homemade cooking, the familiarity of a grandmother’s kitchen, the warmth that spans generations and borders.
It’s a simple concept. But it hits deep. Because what is Christmas — really — if not about being together, sharing stories, and feeling a sense of belonging?
More than an airline campaign — a cross-cultural embrace
LXmas dalla Nonna bridges two neighbouring countries through more than just travel routes. Switzerland’s alpine winter markets, warm hospitality and cocoa meet Italy’s cosy traditions, hearty food, and generational warmth. The campaign plays on the similarities — not the differences. Two grandmothers from different nations, but with the same values. Through them, SWISS concretely demonstrates that cultural borders don’t have to divide; they can unite.
In an era where migration, dual‐heritage families, and second-generation homecomings are common, this message lands with resonance. For many travellers, a return flight isn’t just a plane ride — it’s a chance to reconnect with roots, with family, with identity. LXmas dalla Nonna celebrates exactly that.
From social media to real life — smart omnichannel storytelling
The campaign uses modern tools: social media, user participation, and emotional storytelling. Through contest mechanics, followers get invited to share memories, hopes, or stories — and win the chance to reunite with loved ones for Christmas in Switzerland. That shift from passive audience to active participant transforms spectators into stakeholders.
But SWISS doesn’t stop at the feed. The magic spills into physical spaces. To launch the campaign, they partnered with Switzerland Tourism and staged a festive window installation at La Rinascente in Rome — turning a commercial space into a cultural bridge. Passers-by didn’t just scroll; they experienced a piece of Christmas, Swiss-style, in the heart of Italy.
And then there’s the airborne surprise: on December 5, a flight from Zurich to Naples will carry not only passengers, but Santa-like cheer — complete with a “Grosi” and “Nonna” delivering holiday spirit at 30,000 feet. The campaign thus moves from screen to store to sky.
Why this campaign works — and what marketers can learn
- Story before seats: Instead of pushing fares or destinations, SWISS sells emotion — nostalgia, belonging, homecoming. That resonates deeper than any discount ever could.
- Cultural empathy over homogeny: By acknowledging and honouring both Swiss and Italian traditions, the campaign doesn’t flatten differences — it celebrates them. This inclusive narrative allows viewers to see themselves in the story, whether they come from Zurich, Rome or a mix.
- Omnichannel cohesion: From social posts and videos to real-world events and in-flight experiences, LXmas dalla Nonna uses multiple contact points. Every touch — digital or physical — reinforces the same message: togetherness.
- User engagement as asset: The social-media contest transforms audiences into storytellers. Their memories, hopes or holiday wishes become part of the brand narrative — and a powerful emotional investment tool.
- Relevant timing: Launched right at the start of Advent, SWISS taps into the season’s emotional rhythm. People are already primed for generosity, reflection, nostalgia. The campaign meets them where they are.
The emotional magic — and its business case
Rome or Zurich, a plane seat or a department-store window — the channel doesn’t matter. What matters is the feeling SWISS builds: home. When a passenger chooses a flight, they might grab a seat — but with LXmas dalla Nonna, many may just be chasing a feeling, a memory, a family dinner. And giving people what they crave most — connection — builds brand loyalty that far outlives a one-way ticket.
That’s the strength of holiday marketing done with heart. SWISS proves that airlines can sell more than travel: they can sell emotions, stories, shared heritage. And for brands, that’s often more valuable than any promotional rate.
Final thoughts: Christmas marketing that feels genuine
In a cluttered advertising landscape dominated by discounts and “deal-first” approaches, LXmas dalla Nonna stands out by going soft. It doesn’t shout. It whispers: “Remember home.” It doesn’t urge fast purchases — it offers a seat at the table.
For this Christmas season, SWISS isn’t just flying people — it’s reconnecting families, cultures and memories. And that’s an offer most travellers can’t refuse.
If you’re in marketing, communications or creative strategy — this campaign is a reminder: emotion, authenticity, and cultural resonance can be a brand’s best flight path.
