Between 2 and 22 July 2020, Switzerland Tourism ST used the social media channel Pinterest in its 2020 cities campaign. Potential visitors from across the whole of Europe received personalised suggestions for a trip to Switzerland. The timing was right, as travel restrictions in Europe were temporarily eased in summer 2020 on the back of the improvement in Covid-19 numbers.

New form of pin extension

A new form of pin extension combining a quiz-to-board with a lead generator was used for the first time in the Pinterest campaign. The interactive experience asked users questions about their personal preferences with individually tailored city offers, linked to a prize draw for a weekend city break. This novel Pinterest campaign ran in four languages in Switzerland, France, Germany, the Netherlands and the UK. It led to more than 46 million impressions and generated nearly 3,000 leads, which ST subsequently used in other campaigns forming part of the recovery activities.

Pinterest has 442 million active monthly users

Pinterest functions as a virtual pinboard and is widely used as a visual search machine by those in search of inspiration. In the third quarter of 2020, the platform had 442 million active users per month. That marked a year-on-year increase of some 37% in the number of people using Pinterest at least once per month (source: statista.com).
Pinterest became a key platform within ST’s social media mix in 2020 and will once again be used in organic and paid activities in 2021.