Switzerland Tourism ST makes the most of the opportunities offered by Promotion to market the many faces of Switzerland worldwide. Typical examples in 2019 were the campaign ads for Summer, Autumn, Cities and Winter. However, content marketing formats like key stories or cooperative projects, like the one with the Saks Fifth Avenue department store in the North American market or with lemonde.fr, are included in the measures.

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 main tools achieve the best possible impact for generating overnight stays. It is important that the different general conditions and consumer behaviour in the various markets are taken into account.
Facts and figures
Promotion   2019 2018
Advertising and marketing contacts* billion 5.67 5.76
High-quality customer contacts** million 7.61 7.84
* 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