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Hotels are full of stories. The accommodation partnerships team of Switzerland Tourism ST sought out the most exciting stories of the partner hotels and shared them in a variety of ways. Listicles are a particularly effective marketing tool.
In 2017, 40 listicles were used as part of an international marketing campaign. With just one Bluewin article (German) on the summer gardens of Swiss hotels, ST generated over 1.2 million media contacts. Other media outlets in Switzerland, Germany and BeNeLux picked up on the ST content and published articles on topics such as artistic hotels in “Cabriolife” magazine (German) and meeting hotels in Switzerland in “Handelszeitung” (German).