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For five days, K-pop group Twice travelled through Switzerland. The journey included multimedia aspects and generated content for TV, web TV and social media as well as a photo album and merchandising. The band created 20 million contacts with their presence on TV alone, as well as countless interactions by fans on social media. In the Korean market, marketing with celebrities and TV shows is particularly successful. And the tweet posted by the ST media team on Twice’s travel through Switzerland became the fourth most successful Swiss tweet in 2017 (German). Switzerland Tourism ST is therefore constantly on the look-out for suitable TV shows and celebrities in South Korea.