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French weekly magazine “Courrier international” launched a cross-media drive in partnership with Switzerland Tourism ST as part of the summer campaign. This was centred on a competition for French amateur bloggers. Three of them received coaching on writing and producing content for online and print media.
In the summer, ST invited them for a week-long trip to the Bern Region. The travel journals of the three bloggers were published by “Courrier international”, generating impressive figures: half a million contacts on various social media channels, over three million on just the travel pages of the print magazine and twelve million website visitors – doubling expectations.