Switzerland Tourism (ST) launched a very special calendar in 2023: a wellness calendar for Instagram. Every month, from January to December, ST posted a Wellness & Spa reel (short video) on its Instagram channel “myswitzerland” which has almost 890,000 followers. Users were able to see spectacular infinity pools or activities such as yoga on a stand-up paddle board, for example.

The best advertising for hotel partners

The wellness calendar served as inspiration for the community to visit a wellness hotel in Switzerland. At the same time, the campaign was used to advertise the wellness offers of various hotel partners. In addition to Instagram, ST occasionally placed paid adverts on Facebook – which is also part of social media group Meta – in order to generate even more online traffic for the businesses involved.

Wellness calendar met with great interest

The wellness calendar turned out to be a great hit. Thanks to the attractive content that had been tailored to the target group, the reels achieved high organic reach: With over 87,000 views per reel, they were viewed more often than average.

The total playback time was over 670 hours (as at the end of 2023), which is considered excellent value. ST has kept up with current trends. Since, in order to attract the attention of the much coveted users on the various social media platforms, organic reach is becoming increasingly important. Incidentally, all the reels were – as far as possible – produced by ST itself.