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The Covid-19 pandemic that struck in 2020 and the resulting travel restrictions produced a large rise in information requirements in the sector, in the media and among the general public. Switzerland Tourism ST provided timely, reliable and clear communication, including communication recommendations for the industry, proactive dialogue with key media representatives, comprehensive media monitoring and swift response times to media enquiries.
14 789 media articles in 2020
In this way, ST also acted as an opinion leader during the pandemic: a total of 14 789 articles were generated during 2020. On the corporate communication front, there was increased interest from media professionals, particularly around the topics of travel restrictions and safety policies. ST was able to set the agenda with a range of tones in media reporting: on TV and radio and in online and print media, e.g. in Tages-Anzeiger, RTS Radio Journal, NZZ am Sonntag, Blick and SRF-Tagesschau.
Fluctuating media interest in tourism offers
The interest in tourism topics varied according to country and timing:
- ST’s media experts gave various travel tips for summer holidays and day trips (e.g. on French-speaking Swiss TV, RTS).
- The ST restaurant platform launched in 2019 attracted further coverage (20 Minuten).
- Autumnal topics such as the foliage tracker (Blick) were met with interest.
- Media managers in the markets were able to promote local stories, such as the “Buy Now – Travel Later.” project in the Chinese market, the Million Stars Hotel in Germany and TV adventurer Ryan Pyle’s journey for the BBC, conceived and planned by ST (see also Blick article).
International media trips were largely postponed
Nearly all the large international press trips scheduled for 2020 (which in 2019 attracted 100 participants) had to be postponed to 2021 as a result of the global travel restrictions.
Media relations work generated 11.88 billion contacts around the world. The worldwide coordination takes place via an interactive newsroom. Through the regular training of employees responsible for media affairs, ST ensures the high standards and success of media relations work.
| 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
| Key media management | 2020 | 2019 | |
| Media contacts | billion | 11,88 | 15,29 |
| Media articles influenced | 14,789 | 17,107 | |
| Participants in ST press trips |
1,392 | 2,905 | |
| Media conferences | 31 | 93 | |
| Top media results* | 3,048 | 3,651 |
* Positive media pieces prominently placed, photos and tourism content that appeared in a key medium.
