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Posted by Grant on 11. February 2009 22:11
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As I walked by a bank today, I got a firm reminder that I live in Switzerland and not the United States. The bank has an ad campaign built around orienteering and their windows display posters like the following:
I doubt an American bank would pick something so unfamiliar to many Americans as topographic maps and compasses, but this Swiss bank had no qualms about featuring orienteering. The topo map in the picture is a 1:25,000 scale Swiss Map -- we use this series of maps extensively in our Untamed Switzerland event, and they are by far the most accurate national map I've ever worked with. Of course, true orienteering maps have more detail but these Swiss 1:25K maps show excellent detail. Check out this sample from one of the maps, you can see individual buildings!
The most beautiful thing about these maps is that, when you visit the terrain represented by the map, you can really see the precision and these black rectangles in the picture (near Napf) correlate to buildings on the ground. Paths, roads, and stream beds are all excellently represented. The Swiss update these maps every year or two (maybe as part of their national obsession with attention to detail or security?), and most Swiss hikers are intimately familiar with the maps. This is one reason why a Swiss bank looking to connect with people select compasses and maps as a familiar icon for their marketing campaign?
What a great place to play in the mountains!
Conversely, when I work with USGS topo maps I usually find them to be 20 or 30 years since their last update. It's a known "challenge" when using American topographic maps: the maps may not show what is on the ground. Every adventure racer knows this just comes with the territory.
One last thing I like about the Swiss bank advertisement: it shows a partially finished beer next to the map and compass. Now you're connecting with me on many levels! This reminds me a bit of my own picture from this past summer:
Next time I'll get a map into the photo and I'll be all set.
On a final, related, note . . . it sounds like our brewery sponsor for Untamed Switzerland is set to produce a limited edition "Untamed Ale" for us this Spring. Just one more reason to get out and enjoy the Alps in April!