Switzerland Tourism ST makes the most of the opportunities offered by the promotion to market globally the many faces of Switzerland. Typical examples in 2017 were the campaign ads for summer and winter. Content marketing formats such as Key Stories or live campaigns such as the summer launch in the Swiss embassy in Berlin are also creative ways to promote Switzerland, Vacationland.

The four pillars of marketing
The marketing model for Switzerland Tourism ST is based on the four pillars of marketing. Specifically, the four main tools for this communication approach are Digital Marketing, Key Account Management (KAM), Key Media Management (KMM) and Promotion. In combination, these four pillars achieve the best possible impact for generating overnight stays. It is important that the different framework conditions and consumer behaviour in the various markets are taken into account.
Facts and Figures
Promotion   2017 2016
Advertising and marketing contacts* billion 6.13 6.25
High-quality customer contacts*** million 6.67 6.34
* Contacts from paid advertising (banners, posters, TV ads, events, etc.) 
** Proactive distribution of advertisements (inserts, flyers, etc.) 
*** Number of eNewsletter subscriptions, contacts in Call Center, calls, e-mails, letters), brochure orders and downloads, people who book at STC/MySwitzerland.com, people who react to MySwitzerland.com at STC and tour operators, app downloads, feedback/likes on Facebook, followers on Twitter