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With a social media campaign geared towards the South Korean market, Switzerland Tourism ST aimed to stir up the interest of young Koreans in the Swiss Travel Pass. Facebook videos about three young Korean models travelling through Switzerland generated 1.9 million contacts. With 14 posts on Facebook, ST showed how three influencers discovered Switzerland with ease by train, bus and boat.
Before the campaign, ST asked the Facebook community about its travel bucket list for a trip to Switzerland. The influencers then travelled from St. St. Gallen/Lake Constance, via Zurich and Lucerne-Lake Lucerne Region to Zermatt and Ticino. Fausto Zaina, Team Leader Market Management Overseas at STS, on the campaign: “The Facebook videos perfectly illustrated the travel lifestyle that we wanted to communicate with the Swiss Travel Pass.” “Korea Tourism News” also reported on the social media project.