Many of the 10 million Dutch television viewers have probably never been so close to Switzerland: The programme “Denkend aan Zwitserland” was broadcast in the Netherlands from 26 November to 17 December 2023. The format is based on the country’s famous soap opera “Denkend aan Holland”. In collaboration with Switzerland Tourism (ST), TV presenter Janny van der Heijden and Dutch comedian André van Duin immersed themselves in the winter wonderland that is Switzerland for the four-part series.

Focus on sustainable winter holidays

On their journey, the two protagonists visited Zermatt, Andermatt, Lucerne, Chur, Arosa and Davos. They travelled by public transport to also ensure a focus on sustainability. With Swisstainable, this area is a central component of several campaigns.

ST used the television programme as an opportunity to promote sustainable winter holidays and train travel in Switzerland on social media and in collaboration with tour operators.

“Television continues to be an important communication tool for reaching our target group in the Netherlands. We were able to inspire fans of the mountains and winter of all ages with the images of Switzerland as a winter wonderland,” ST Market Manager for Benelux Armando Troncana says about the successful campaign.