The most-clicked Key Story in 2017 was a story about Leysin Tobogganing Park. Bobsledder and Olympic medallist Silvio Giobellina manages the exhilarating snowtubing runs. Full story.

The Key Stories are the main focus of content marketing for Switzerland Tourism ST. Each story talks about people or a tourism experience and was developed in collaboration with the regional partners or destinations involved. Key Stories contain exciting images, an inspirational video clip and an engaging text.

ST produced eight city Key Stories and 14 summer Key Stories for 2017. In addition, there are eleven stories for the 2016/2017 winter season and nine for winter 2017/2018. They were published on the website, as canvas ads on Facebook (full-screen displays on the mobile Facebook newsfeed), as “native advertising” (placed by the native ad network Outbrain), as part of media campaigns, in the ST newsletter, ST magazines and at partner events.

Switzerland Tourism ST uses this marketing method to pursue its aim of inspiring existing and new guests about adventures in Switzerland and to kindle a desire to travel.