Switzerland Tourism ST makes the most of promotional opportunities to market the many faces of Switzerland worldwide. Typical examples in 2022 were the campaign ads, brochures or special offers for Run the Swiss City, the touring campaign with Roger Federer or the autumn campaign with Nature Spa. But content marketing formats such as the key story example “Towards the sky”, a ski touring course for beginners, are also part of the measures.

As part of digital marketing, Switzerland Tourism ST continues to further develop digital communication for all devices and channels. For example, 2022 saw the launch of the new app for the Grand Tour of Switzerland. ST won gold for this app in the Campaigns category at the Best of Swiss Apps awards.

Communication mix
Switzerland Tourism produces high-quality multimedia content and uses the instruments that most effectively address the defined segments to present this content in the markets. Integrated marketing involves four dimensions: campaigning and activation, key media management (KMM), key account management (KAM) and partner integration. In combination, these four main tools achieve the best possible impact for generating overnight stays.
 
Facts and figures
Campaign & Activation
   2022 2021
Top marketing contacts* Mia. 5.05 2.75
High-quality customer contacts** Mio. 13.78 15.48
Web visits per day***   67 371 92 222
Web visits per year*** Mio. 24,60 33,20
Languages   16 16
Hotels   3325 2545
Holiday apartments   21 628 24 436
Newsletters subscribers   879 264 1 076 840
Newsletters sent Mio. 14.44 11.24
Downloads mobile apps Mio. 3.40 3.36
Social media exposures**** Mio. 5.08 4.76
Number of brochures distributed***** Mio. 1.04 – 
* 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 ****Source: Google Analytics including extrapolation (formerly WEMF) ** Number of followers on Facebook, Twitter, YouTube, Pinterest, Instagram, Tumblr, LinkedIn, Vine, Weibo, Renren, Google+, WeChat *****All central productions (Selection/Green/White Winter Special/Cities)