SALEWA Sets the Tone with Vinylpostcards

For its Spring/Summer campaign, “Set The Tone of your Hike,” SALEWA wanted to turn rhythm into a real, physical experience for its community.

Launched alongside the full collection at the SALEWA Store in Milan, the campaign included a collectible set of three custom Vinylpostcards. The cards gave visitors more than a campaign message or a digital soundtrack: they offered something they could pick up, take home and play.

A campaign people could touch and hear

The idea behind “Set The Tone of your Hike” was rooted in rhythm—the rhythm of preparing for the outdoors, moving through nature and creating the right mood for the day.

To bring that concept to life, SALEWA used Vinylpostcards as a tactile music format at its Milan launch. The three-card set combined sound, artwork and physical interaction in a way that encouraged people to stop, explore and engage with the campaign.

Luca Mich, SALEWA Brand Creative Manager, described the response:

“The SALEWA Spring Summer campaign concept ‘Set The Tone of your Hike’ is based on rhythm and, to deliver it at fullest to our community, we were searching for a smart and innovative tool with a strong and immediate resonance with people.The Vinylpostcards really helped us in this during the launch event in Milan, where people grabbed them in the SALEWA Store with a lot of curiosity. They were surprised to have the chance to really touch and feel the music, to have something physical in hand that they can really use to set the tone of their days.All in all, the campaign reached the goal of vibrating with people, and the postcards played a key role.”— Luca Mich, SALEWA Brand Creative Manager

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Three cards, one physical soundtrack

The three-card Vinylpostcards set transformed the campaign soundtrack into a limited physical object. Instead of ending with the launch event, the experience could continue at home: people could keep the cards, display them, share them and play the music again.

For brands, this is where a Vinylpostcard can offer something different. It is not simply a printed giveaway or a link to a playlist. It connects a campaign’s visual world, message and music in an object that feels personal, useful and worth keeping.

Making brand campaigns playable

SALEWA’s Milan launch shows how physical music can add a memorable layer to a collection launch, retail activation or community event.

Vinylpostcards can help brands:

• Turn a campaign soundtrack into a playable physical object.

• Create a distinctive giveaway for launches, stores, press events and VIP moments.

• Combine music, artwork and storytelling in one compact format.

• Give audiences a collectible reminder that extends the campaign beyond the event.

For SALEWA, the Vinylpostcards helped make “Set The Tone of your Hike” more than a campaign line: they gave people a way to hold, hear and take the campaign’s rhythm with them.