In the so-called Village Suisse, ST wanted to showcase the diversity and beauty of Switzerland through various activities and workshops.

A typical Swiss chalet, a climbing wall, Swiss specialities and the street covered in green grass: Many a Parisian might have thought they were seeing things between 7 and 10 June 2023. Right in the historic centre of the French capital, Switzerland Tourism (ST) set up an idyllic Swiss village in collaboration with the French sports shop chain Au Vieux Campeur (AVC) as well as Swiss partners BMC, Mammut, Montreux Noël, Trauffer and Swiss Wine Promotion.

Information at the hotel reception

In the so-called Village Suisse, ST wanted to showcase the diversity and beauty of Switzerland through various activities and workshops. The information stand, designed to look like a hotel reception, was particularly eye-catching. Visitors at the Village Suisse had the opportunity to try their hand at a climbing wall, take part in a cocktail masterclass or paint handmade Trauffer wooden cows, among other things.

The pop-up village met with great interest from the public. Over 6,500 people treated themselves to a break in “Parisian Switzerland” during the four-day event. A few more interesting figures:

  • 1.8 million media contacts
  • 8,000 new newsletter registrations
  • 693 painted Trauffer wooden cows
  • 500 people a day on the Mammut climbing wall
  • 395 people took part in the BMC prize draw
  • 200 people took part in the Swiss Wine Promotion cocktail workshop

A farewell gift

The common thread running through the Village Suisse was the topic of Swisstainable, which is a central component of several ST campaigns. The Village Suisse featured many elements in its design that were reminiscent of Switzerland as a nature destination. This also included the grass, which was not disposed of at the end, but rather given away to the public piece by piece.