ST was the first national tourism organisation to enter into such an extensive partnership with "de Bijenkorf". Department stores' visitors could, for example, take a virtual trip through Switzerland or enjoy Swiss specialities in the restaurants.

Direct train connections to Switzerland, picturesque old towns with culture and architecture, and unique natural beauty all around: from mid-May to mid-June 2022, Switzerland Tourism ST had the opportunity to inspire around 1.3 million customers of the largest luxury department store chain in the Netherlands to take a sustainable city trip. The name “de Bijenkorf” stands for a sustainable business with brands, services and experiences at the highest level.

Information on a stroll through the city of Lucerne or Basel, on relaxing while bathing and on excursions to the mountains was provided to customers with purchasing power and an affinity for Switzerland via various channels. The main goal was to elicit the interest of potential guests and win them over to book a holiday trip. In addition to online posts, the campaign was supported with activities in stores in Amsterdam, Rotterdam and The Hague. Department store visitors could take a virtual trip through Switzerland or enjoy Swiss specialities in the restaurants.

With Michelin chef Jeroen Achtien from Hotel Vitznauerhof

ST was the first national tourism organisation to enter into such an extensive partnership with “de Bijenkorf”. Thanks to the “Swisstainable City Trips” campaign, a total of 3.5 million contacts were established with the department store’s club members and customers. The tourism focus was on the two regions of Basel and Lucerne, with Swiss Cheese Marketing, Mammut and Victorinox as strategic partners.

The campaign was concluded with a media event and a VIP dinner. Preparing the food that evening was none other than Dutch 2-star Michelin chef Jeroen Achtien, who can usually be found serving up gourmet moments at the Hotel Vitznauerhof in Vitznau.