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In February 2019, the Switzerland Convention and Incentive Bureau (SCIB) launched the “Wedding Destination” campaign. The objective? To position Switzerland as a wedding destination. More and more couples are travelling with relatives to unusual destinations to get married. One of the most promising markets is Brazil. According to “Forbes” magazine, more than one million Brazilian couples now hold their weddings outside the country.
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Emotional content with the celebrity factor
“Constance Zahn” is the most important Brazilian inspirational platform for brides-to-be. At its core is the print edition with a print run of 10,000 copies. Added to this are the website with an average of 1.2 million hits per month and the social media accounts on Instagram, Pinterest and Facebook with a total of over 600,000 followers.
In 2019, SCIB Brazil reached a twelve-month cooperative agreement with the wedding platform, which included all Constance Zahn online and offline channels. The print edition for October featured actress and bride-to-be Mariana Rios.
The photo shoot took place at two hotels, the Beau-Rivage Palace in Lausanne and Badrutt’s Palace in St Moritz. “The cooperative project was certainly worthwhile,” said Christina Gläser, Market Manager for Brazil at Switzerland Tourism ST. “Constance Zahn’s team was pleasantly surprised by the strength of Switzerland’s wedding infrastructure. We were also able to position our partner St Moritz as a summer destination – something new and surprising for Brazilians.” Bride Mariana Rios was also very pleased with the experience. So much so that she’s even considering holding her wedding, planned for 2020, in Switzerland. As a foretaste, she posted 14 photos of her stay and the Constance Zahn cover photo on her own Instagram account (which has 7.8 million followers).