Lauberhorn races: what the TV cameras don’t show

Every January, the ski world turns its attention to Wengen. While athletes battle for hundredths of a second on the mountain, a small team from the Bern-based communications agency KARGO works both on and alongside the course. Since 2023, the agency has been responsible for the social media channels of the International Lauberhorn Races, showcasing what never makes it into a TV broadcast: overnight preparations in all kinds of weather, the atmosphere along the course, and the people who make this major event possible.

It has been snowing for hours. Late at night, a snow groomer makes its way down the course as huge snowflakes dance through the glow of its headlights. Soon, the world’s best ski racers will speed down the mountain at up to 150 km/h. Before then, the course must be perfectly prepared.

A camera is running inside the groomer's cab. It does not belong to a television network, but to the Lauberhorn Races social media team. On the event’s channels, these behind-the-scenes moments are part of the story.

In November 2023, KARGO took over the event’s social media communications. The goal was to increase the visibility of this iconic race, reach a younger audience, and highlight what happens beyond the view of live TV cameras. Stories are told differently depending on the platform. Sometimes they are captured spontaneously on a smartphone; other times they are carefully produced with professional cameras, drones, and more in-depth storytelling.

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From left to right: Sina, Yelena, Aline, Lara and Lucien © Reto Nyffenegger

A workday on the mountain
During the busiest period, the team spends about two weeks living in Wengen. Four to six people share an apartment centered around one long dining table. It becomes a workspace, editing suite, dining room, and content hub all at once.

The day starts early. Working in pairs, team members head out on skis or on foot. Wengen is car-free, and distances can be considerable. Being in the wrong place at the wrong time can mean missing the moment. Planning is therefore essential.

In the afternoon, the team regroups at the apartment. They edit and publish content while also responding to questions and comments from around the world. Some posts go online just minutes after they are captured. Others evolve over several days into longer-form videos.

Curiosity instead of routine
One unique aspect of the project is that no one on the team had ever attended a World Cup race before their first assignment. What initially seemed like a challenge quickly became a strength. They asked questions no one else was asking anymore and discovered stories beyond the race clock. Today, what began as a group of newcomers has become a well-coordinated team.

Asked what stands out most after three editions of the event, the answer is not the speed. “The most impressive part is the people we meet,” says Aline, Content Lead at KARGO. “Everyone helps one another, everyone works incredibly hard, and yet everyone still takes the time to talk with us.”

The people featured in their content have gradually become co-creators. Those working along the course now regularly send the team their own photos and videos, shot from snow groomers, trackside positions, and places no camera crew can access. “They are part of the social media team. No one is closer to the action than they are,” says Aline. Social media is now widely appreciated within the organization as a platform that gives visibility to work that would otherwise remain unseen.

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KARGO at work at the Lauberhorn races

When the races begin
Once race days arrive, the rhythm changes. Tens of thousands of fans line the course, while celebrations fill the finish area. Television cameras focus on the competition itself. The social media team deliberately looks elsewhere, capturing what the broadcast does not.

To do so, the team spreads out along the course: at the start, at key sections of the track, and in the finish area. Fans step in front of the camera, and crew members make themselves available for interviews. Stories are published in real time, featuring the excitement of athletes crossing the finish line, cheering spectators, and victory ceremonies. Just as importantly, they spotlight the people who rarely stand in the spotlight but without whom the races could not happen. Television shows the race itself. The Lauberhorn Races’ social media channels show what the event feels like from the side of the course and reveal what, and who, it takes to make it happen.

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Behind-the-scenes filming with Nils Hämmerli, Commander of the Patrouille Suisse.

Audiences have embraced this perspective. During race season, the content reaches millions of accounts. In January 2027, the team will return to Wengen once again, bringing with them the images that no television camera captures.

The Lauberhorn races on social media

About KARGO
KARGO is a digital branding agency based in Bern, Switzerland. The agency works across strategy, branding, campaigns, social media, photography, and film.

Advertorial by KARGO in collaboration with the International Lauberhorn Races.