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Indian megastar Ranveer Singh visited the winter mountain world for the first time as an official brand ambassador of Switzerland Tourism ST in February and March 2017. In addition to a stay in a St. Moritz five-star hotel and a dash down the Celerina Olympic Bobrun, he enjoyed views from the top of the Titlis and a voyage of discovery through the beautiful city of Lucerne. He was constantly accompanied by a photo and video team so that his fans around the globe could share his winter adventures.
His potential reach on social media is particularly big: Singh is followed by 9.9 million fans on Instagram, 9.4 million on Facebook and 7.8 million on Twitter (as of December 2017). Posts about Singh’s experiences gained ST 70,000 more followers during the campaign. The top posts on Singh’s profiles attracted up to 4.1 million users – including 350,000 reactions.
He enjoyed no less attention from traditional media: the campaign generated five billion media contacts in India – including articles in India Today and HT Brunch. ST also used Singh’s visit to Lucerne for a media session, with exclusive invitations for media representatives from Swiss television, the Blick Group and Luzerner Zeitung. ST generated 25 million media contacts in Switzerland with its widely disseminated press release.