The message presented in this poster by Fritz Hellinger is dual. Firstly, the poster presents the Olympic Winter Games to be held in St. Moritz Switzerland, a place of sunshine and snow-covered mountains. Secondly, this poster remains a travel poster, aimed at encouraging tourism, perhaps especially needed at a period such as post World War II. Certain details reinforce the tourism theme presented. The couple is shown alone, highlighting perhaps the exclusiveness of the St. Moritz ski station. The alpine sun that takes on great importance by its size and presence and the tanned face of the male skier coincides with St. Moritz’s famous “champagne climate”. The couple is “on top of the world”. The image very clearly encourages winter tourism, but perhaps less obviously, with the use of a dark green sky for a background, accompanied by several brightly coloured, “flower-shaped” snowflakes, tourism in summer is also encouraged. The image presented is clearly one of leisure sports and pleasure, promoting St. Moritz as a Swiss tourism “Mecca”. Supporting the theory of a tourism message, aside from the clear tourism poster style, is the fact that this poster was issued by the SNTO (Swiss National Tourist Office) in both an Olympic and non-Olympic form. Thus a pure travel poster, using the exact same design, was issued at the same time in 1948 with the text “Vacances en Suisse” (Vacation in Switzerland). This was not by chance, as the President of the Commission for Propaganda and Advertising for the St. Moritz Organizing Committee was also Director of the Swiss National Tourist Office.