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Over 815,000 viewers watched the 45-minute travel feature on ORF III. Switzerland Tourism ST and its partners invited the famous Austrian TV host Karl Hohenlohe (German) and his crew on a press trip to Switzerland. In his report “Aus dem Rahmen: Kunst, Käse und Kantone” (Out of the ordinary: art, cheese and cantons), the historian and art expert talks about the train journey on the Voralpen-Express from Lake Constance to Lucerne and about Switzerland’s cultural landscape. Hohenlohe shows the breathtaking landscapes as well as the unique cultural sites and museums that he visits along the way.
ORF III is a specialty channel in Austria primarily geared towards an open-minded audience that is interested in culture. The campaign, supported by ads from Swiss Travel System and St. Gallen-Lake Constance, achieved almost ten million contacts in Austria.