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In response to the second wave of the Covid-19 pandemic, many countries had to step up their protective measures at the start of the 2020/21 winter season. This meant that there were high barriers to holidaying in the Swiss mountains for foreign visitors in particular.
Boosting confidence in the Swiss winter
The need for guidance and safety, and concerns about personal health were especially high in winter 2020/21. At the same time, many people had been yearning for nature and to exercise in the open air. To facilitate this, tourism service suppliers in the mountains prepared for this extraordinary winter season in minute detail, drawing on their experiences from the summer and the previous winter season.
In November 2020, Switzerland Tourism ST, in conjunction with the industry associations Swiss Cableways, Swiss Snow Sports, GastroSuisse and HotellerieSuisse, issued invitations to the Winter Media Conference.
The industry representatives presented the safety concepts in depth before about 30 media representatives who were present in person and many more who attended virtually. They showed in detail what measures had been implemented to ensure safe winter operations and were thus able to boost the confidence of winter holidaymakers in Switzerland’s winter tourism via the media.
In view of the evolving circumstances around restaurant and ski area opening hours, ST created MySwitzerland.com/open to give a nationwide overview of the Covid-19 rules applying to cable cars and mountain railways, hotels, restaurants, public transport and tourist attractions. This move was widely picked up by the Swiss media (NZZ, 20 Minuten and L’Agefi).
“My First Time”
In keeping with the general mood, ST launched the “My First Time” winter campaign for 2020/21, seeking to capture the emotion of trying something new. Why a first time? Because the anticipation and excitement of new experiences can unleash a unique energy. That is something that felt particularly welcome in pandemic-hit 2020. Furthermore, the travel restrictions led Swiss people to discover winter in their own country for the first time, or to rediscover it, in increasing numbers.
Over 100 winter experiences
The central platform for the campaign in Switzerland was the landing page MyFirstTime.ch. It showcased more than 100 winter experiences from across all regions of Switzerland that all had one thing in common: they enabled large numbers of visitors to experience their own “first time” during the Swiss winter, on and off the pistes. There was something to suit everyone, from rookie to veteran.
Seasoned snow sports enthusiasts, for example, could choose from an introduction to biathlon, mogul slope technique, winter kayaking or the thrill of an electric go-kart. For the whole family or snow lovers seeking a new experience, the Swiss winter offered an encounter with blacknose sheep, horseriding through the snow or igloo building under professional guidance.
The guiding theme of the new umbrella campaign “I need Switzerland.” featured in all the advertising measures. The winter campaign was no exception, running with the tagline: “I need a first time. I need Switzerland.”
Choosing the right timing and message
An important part of ST’s work in the pandemic-stricken 2020/21 winter season was to adapt the advertising measures carefully to the political and public mood and to the travel restrictions in place domestically and in the other 21 markets. To this end, ST developed a monitoring system. This delivered a call to action via a suitable message, based on factors such as market share, case numbers and travel restrictions. Based on the results, the advertising measures in the various countries were adapted at short notice and geared around empathy, perception or bookings.
The main focus was on the Swiss, German, French, UK, Nordic and Benelux markets. In terms of visitor structure, ST paid particular attention to the “Future Generations”, i.e. children and young people, beginners and re-starters.
The launch of the winter campaign attracted a lot of media attention, for example in NZZ, Blick, Keystone/SDA, Tagesschau and Le Temps. This helped generate 45,4 million media contacts.
