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Korean TV entertainer and influencer Hongchul Roh loves Switzerland and was here in winter 2017/2018 for the 15th time. Well-known for his creative ideas, he devised a campaign in conjunction with Switzerland Tourism ST that was widely followed in social media, especially on Instagram. In a video, he invited ten of his 186,000 followers on Instagram to accompany him on a Swiss winter experience trip. ST’s aim was to promote individual tourism to Koreans. The video had 101,000 views, generated 11,000 likes and triggered 1,400 comments. A total of 3,000 followers applied for the journey with their stories.
The campaign and the work of the ST representation office in Korea were also covered in the Korean media, attracting additional attention.
These were the five most popular tourism regions among Korean guests according to the 2018 figures for overnight hotel stays from the Federal Statistical Office.
The ten lucky winners travelled to Bern, Lucerne, Zermatt and Zurich, as well as going up the Schilthorn and the Rigi. They enjoyed various ST offers during their journey, including the First Ski Experience. There was no shortage of snow: indeed, the heavy snowfall at the start of 2018 in Zermatt meant that Hongchul Roh and many other guests at that time had to be transferred out by helicopter. He clearly enjoyed that experience, as Blick reported in an article (in German). Together with the total of more than 200 posts by the winners themselves, ST counted 45,000 likes in connection with the journey.