Under “regular” conditions (outside of a pandemic), GoPro hosts an annual content creator event in an outdoor destination on a yearly basis. In the past, these summits had already taken place in Australia and Canada. Content creators, outdoor athletes and GoPro-affiliated celebrities from all over the world come together at these events, not least to be introduced to GoPro’s new products and to try them out. The focus is also on outdoor activities and, of course, above all on content production using the latest camcorders.

Together with partner Interlaken, Switzerland Tourism ST had applied with Switzerland as the venue for 2022. This application had impressed with the professionalism behind the concept and because of the various outdoor possibilities in the programme and succeeded in winning the well-known event for Interlaken.

Switzerland in the GoPro field of view

Switzerland thus secured a worldwide and image-rich showcase as a professional outdoor holiday destination, above all and in particular with GoPro’s interesting and image-savvy community. The social media reach of the participants was enormous: on YouTube, Instagram and TikTok, almost 34 million fans and followers were treated to images of Switzerland as a holiday and travel destination. Then there was the presence on GoPro’s own channels.

From 17 to 21 September 2022, 44 image and camera specialists, outdoor fans and influencers from the “GoPro Family” finally met in Interlaken. They came from Germany, France, Spain, Portugal, Sweden, the UK, Italy, and from Switzerland itself, but also from the long-haul markets, such as Canada, the USA, Australia, India, New Zealand, Mexico, Brazil, Japan, South Korea, South Africa and Taiwan. After the summit and Interlaken, Gstaad, Ticino and the Geneva region were on the agenda as destinations for the Post Convention Tours.

The event achieved not only a lot of visibility within the relevant target groups, but also added value for tourism, not only for Interlaken itself, but also for the other participating regions. The authentic Switzerland content produced at the summit will not only be used by GoPro in their upcoming marketing campaigns, but will also be available for unlimited use in ST’s activities in future.