Switzerland Tourism ST makes the most of the opportunities offered by promotion to market Switzerland’s many faces to the rest of the world. Typical examples in 2018 were the campaign ads for summer, autumn, cities and winter. Content marketing formats such as Key Stories and a presence at trade fairs such as the London Bike Show were also used as creative ways to promote Switzerland as a holiday destination.

The four pillars of marketing
The marketing model for 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 main tools 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   2018 2017
Advertising and marketing contacts* bn 5.76 6.13
High-quality customer contacts** m 7.84 6.67
* Contacts from paid advertising (banners, posters, TV ads, events, etc.)
 ** Number of E-newsletter subscribers, contact via the call centre, phone calls, emails, letters, brochure requests and downloads, travellers booking at STC/MySwitzerland.com, STC and tour operator respondents via MySwitzerland.com, app downloads, feedback/likes on Facebook, followers on Twitter