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Switzerland Tourism ST modified the summer campaign “Nature wants you back.” especially for nature lovers and cultural travellers from the Japanese market. ST launched a special issue of the “Papersky” magazine based on an unusual concept. It shows famous pictures of Swiss landscapes and compares them with the original landscapes that inspired them. These include “Lake Geneva, seen from Chexbres” by Bernese painter Ferdinand Hodler and “Death” by Graubünden painter Giovanni Segantini.
For this, ST studied the pictures and organised a press trip to see the original landscapes in Switzerland. The 60-page magazine had a print run of 30,000 copies and was carried in stores, including ten days in “Moriaka Shoten”, Tokyo’s trendiest book shop. What makes this book shop special is that only one book or magazine is displayed for sale each week. “Papersky” was even on display three days longer than normal.