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Switzerland Tourism ST combined online offers with offline measures for a creative campaign in Belgium and the Netherlands. Firstly, four Instagram influencers from the BeNeLux countries accepted an invitation from ST to visit Switzerland in each season. Their photos, posts and videos created a total of 282,564 interactions.
This content was then displayed in pop-up galleries in the train stations of Utrecht and Antwerp. Artists drew inspiration from the images and created paintings over the course of the exhibition campaign. Passers-by could respond to the content with buzzers and send images as postcards. The campaign was a success. In 2017, the swiss tourism industry achieved a turnaround in the BeNeLux market. The number of overnight hotel stays rose to 1,287,594, 6.1% more than in the previous year.