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Switzerland Tourism ST worked with an influencer in Italy for the first time. Alessandro Marras (150,000 followers on Instagram, 52,000 on Facebook) visited the Lucerne-Lake Lucerne Region and reported about his trip on several channels. On television, where he reached 28 million viewers, and via social media, where he generated 134,000 likes. There were also various print and web formats.
Marras gave a fresh take on the city and the region. In five programmes, he delved into various aspects: the train journey, music and nature in the city, water and nature in the region, lifestyle, and excursions and activities.