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Assignment

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Digital Marketing

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Grand Tour of Switzerland

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In focus

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Organisation

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Vision

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Winter

Marketing strategy

Segment and experiential strategy

Switzerland Tourism has defined 13 visitor types according to their needs. This segmentation makes precise visitor marketing possible.

As a holiday destination, Switzerland needs to be “best in class”, differentiating itself with surprising, unique, high-quality experiences. Over the years, we have also learned that travellers are willing to pay more for these kinds of experiences. In order to be able to promote and offer the right experience for individual markets and groups with more accuracy, ST identified ten segments in leisure tourism and three in business tourism in 2016.

Highlighting experiences

The most important criteria for the success of the new strategy are experiences that are easy to find and easy to get to. The new segment and experiential strategy is thus applied consistently in the four pillars of ST’s integrated marketing (Promotion, Digital Marketing, Key Media Management and Key Account Management). The experiences are prominently featured on both online and offline platforms by publishing exciting stories written by journalists.

Find out more about:

Winter

Snow Lover: Winter Magic Romantic

Snow Sports Enthusiast: Skier, Free Rider, Cross-country Skier

Attractions Tourer: Attractions, History & Heritage Explorer, Day Tripper

Luxury Traveller: Luxury Traveller, Gourmet

Spa & Vitality Guest: Spa & Vitality Guest, Well Ager

Family: Family with Toddlers, Family with Kids

Summer

Nature Lover: Ecotourist, Typically Swiss Romantic

Outdoor Enthusiast: Hiker, Biker & Cycler

Attractions Tourer: Attractions, History & Heritage Explorer, Day Tripper

Luxury Traveller: Luxury Traveller, Gourmet

Spa & Vitality Guest: Spa, Vitality & Health Guest, Well Ager

Family: Family with Toddlers, Family with Kids

Cities

City Breaker: Urban Lifestyle Seeker, Sightseer

Culture Traveller: Culture Traveller

Attractions Tourer: Attractions, History & Heritage Explorer, Day Tripper

Lifestyle Traveller: Luxury Traveller, Gourmet

Spa & Vitality Guest: Spa & Vitality Guest, Well Ager

Meetings

Congress Organizer: Association Executive, Swiss Member of International Association, Institutional Executives

Meeting Planner: Department Head, Personal Assistant, Agency Account Manager

Incentive Planner: Meeting Executive, Agency Account Manager

In focus 2018

Tourism Monitor Switzerland

Every four years, Switzerland Tourism carries out a statistical tourism survey providing accurate information on numerous topics as a basis for making strategic decisions.

What makes US tourists tick

Overnight stays by US tourists have risen further. Alex Herrmann, Director Americas, knows what makes these guests tick.

Autumn cuts loose

The autumn months are becoming increasingly popular as a time to travel. Switzerland Tourism is helping to drive this trend with targeted marketing.

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