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From August to the end of October, a total of eight five-minute travel reports from Switzerland were broadcast by the TV channel BS12. The film crew stopped off in Bern, the Engadin, the Lake Geneva Region and the Jungfrau Region. They went up the Jungfraujoch, and visited Zermatt and Zurich. One episode covered a journey on the Glacier Express.
The programme was broadcast nationwide, reaching 40 million Japanese households. Each episode covered one destination exclusively, showing its main attractions and offering plenty of useful travel information. For the voiceover, the broadcaster hired the actress Ryo, who is popular in Japan.
According to TMS 2017, how many Japanese guests travelled by train within Switzerland?
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According to TMS 2017, 68.2% of the Japanese guests surveyed cited travelling by train within Switzerland. Just 18.4% of those surveyed travel by car.
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Among other things, the film team visited the Männerbadi outdoor pool in Zurich and the picturesque Engadin village of Zuoz, enjoyed breathtaking views of the Aletsch Glacier and admired the Old City of Bern, a UNESCO World Heritage Site. Switzerland Tourism ST took charge of organising the press trip for the broadcaster, provided input on content and collaborated with the destination partners. Thanks to the mixture of mountain and city destinations, ST appealed to both the Attractions Tourer and Nature Lover segments with these programmes. BS12 also broadcast the programme itself on its own channels, on social media and in the traditional media, which resulted in coverage that included 19 newspaper reports.