LOY. AGENCY
EMBEDDING BRANDS IN CULTURE
With the project “Matterhorn,” LOY. Agency developed the strategic lead idea for an extraordinary musical collaboration between Linda Fäh and Zermatt Tourism: Switzerland's most famous landmark becomes the official featuring guest of a song for the first time ever. The result is an emotional story about inspiration, personal memories and the power of a mountain – and the third single from Linda Fäh's upcoming Swiss-German album “Heimat im Härz.”
– Strategic Concept Development
– Partnership Strategy & Matchmaking
– Storyline & Campaign Concept
– Creative Consulting & Artist Relations
– Campaign Management & Production Coordination
Zermatt Tourism was looking for an idea that would present the Matterhorn not merely as a backdrop, but as an independent, emotional character. Linda Fäh's personal story with the mountain – from encountering it as a Miss Switzerland candidate in 2009 to climbing it herself in 2012 – provided the perfect foundation for a story that goes far beyond classic tourism communication.
LOY. Agency developed the strategic lead idea, the storyline and the final campaign concept “Linda Fäh featuring Matterhorn.” As the connecting force between artist, destination and production partners, LOY. translated Linda's personal Matterhorn story into a multi-stage campaign: from a mysterious teaser phase in which Linda announces her “biggest featuring guest” yet, through several high-quality short films documenting the creative process behind the song, to the release of “Matterhorn” on 18 September 2026 on Spotify and other streaming platforms.
The Matterhorn was staged as the official featuring guest of a song for the first time – a world first in connecting music with alpine identity. The campaign positions Zermatt as a place of creative inspiration and cultural storytelling, bridging the worlds of music, culture, lifestyle and tourism. “Matterhorn” is the third single from Linda Fäh's album “Heimat im Härz,” releasing in January 2027.
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