Successful Olympic Campaign: “Find Liechtenstein”
Under the slogan “Small country. Big heart.”, Liechtenstein was present at the 2026 Milan-Cortina Winter Olympics with its own campaign. Through the “Find Liechtenstein” initiative, Liechtenstein Marketing raised the Principality’s profile right in the heart of the Olympic action.
February 22, 2026 - Major sporting events such as the Winter Olympics offer a unique opportunity to showcase Liechtenstein to an international audience. For a small country with a modest delegation, the challenge is certainly greater, but it is all the more rewarding when we succeed in raising our profile and contributing to our international visibility.
Under the slogan “Small country. Big heart.”, Liechtenstein Marketing, in collaboration with the Liechtenstein Olympic Committee and LIEmobil, launched the “Find Liechtenstein” campaign during the 2026 Milan-Cortina Winter Olympics.
Four days on site at the Olympic venues
For four days, the team—which included comedian Moritz Schädler—traveled to Bormio, Val di Fiemme, and Cortina, spoke with fans, captured the atmosphere surrounding the competitions, and raised awareness of Liechtenstein.
A particular highlight was the mobile “Home of Liechtenstein,” a LIEmobil bus branded for the Winter Games that served as a mobile meeting place and ambassador for the country. The bus, Liechtenstein flags, and spontaneous conversations with spectators drew attention and fostered numerous interactions.
Invite people to discover Liechtenstein
The idea behind the campaign was simple: Anyone who spotted something related to Liechtenstein—such as an athlete, a bus, or a flag—could join in and receive one of the coveted Liechtenstein pins. At the same time, the team took the opportunity to strike up conversations with people from different countries and ask them how well they knew Liechtenstein.
These encounters resulted in five videos that have already garnered 100,000 views on social media. You can watch them here: liechtenstein.li/milano-cortina