Overnight hotel stays were up again
thanks to a lot of tourism innovation. The industry staged a turnaround in 2017 encouraged by the good economic climate.
All contributions
100 years of success
was the theme of the exhibitions and campaigns celebrating “100 years of Swiss tourist marketing”.
In focus, Projects, Anniversary
“Nature wants you back.”
was the name of the 2017 summer campaign. The message was supported by the launch of new online platforms.
Summer, In focus, Campaigns
New image thanks to Bollywood star
Ranveer Singh. He shares his exciting holidays in Switzerland with young Indians on Instagram and other social media.
In focus, Market topics, India
Campaigns
39
Contributions
“Upgrade Your Winter”
was the message of the winter campaign 2017/2018. In line with this message, people were allowed to go on the slopes with their skipass one day earlier.
Campaigns, Winter
“Nature wants you back.”
was the name of the 2017 summer campaign. The message was supported by the launch of new online platforms.
Summer, In focus, Campaigns
Cultural gems
were featured in the 2017 city campaign. From modern ballet to Picasso masterpieces in Basel: there was something for everyone.
Campaigns, Cities, Facts and figures
The proactive strategy
paid off in the area of incentive trips. These contributed a total of CHF 88.7 million to turnover in the Meetings segment.
Campaigns, Meetings, Incentive travel, Facts and figures
“Chilled-out” Bruno
used social media to great effect. The winter ad 2016/2017 showed how people’s posts go viral.
Campaigns, Winter, Social media, Facts and figures
Taking a break from daily life
is easy thanks to the Alpine hut finder.
Summer, Campaigns, Product development
New guests for winter sports
were impressed by the “One Day Ski Experience” in 19 destinations. And not only travellers from long-haul markets.
Product development, Winter, Projects
Impressive mountain landscapes
were projected onto the façade of the Swiss embassy in Berlin (Germany) at the start of the 2017 summer campaign.
Summer, Market topics, Germany
The first five seconds
are of crucial importance for adverts that need to work online as well. We achieved this with our summer 2017 advert.
Summer, Campaigns, Digital marketing
Swedish cyclist Jessica Clarèn
promotes the cycling paradise Valais via the platform SheRides.
Summer, Market topics, Nordic countries
The magazine Riders.dk
got its Danish online readers ready for the winter season in early in December with videos from Valais.
Winter, Market topics, Nordic countries
Singer-songwriter Bastian Baker
shot a music video in Montreux together with three young Brazilian musicians from the Instituto Baccarelli.
Summer, Market topics
Czech visitors uploaded their most beautiful holiday memories
to the website MojeSvycarsko.com as part of the summer competition.
Summer, Market topics, Czech Republic, Swiss Travel System
The Art Paris Art Fair 2017
was supported for the first time by a tourism organisation showcasing the cultural variety of Switzerland.
Cities, Market topics, France
User-generated content
in “SWISSmag”, a Czech tourism magazine that focuses entirely on Switzerland.
Winter, Market topics, Czech Republic
Korean models with the Travel Pass
had a summer adventure on Swiss public transport.
Summer, Campaigns, Market topics, Korea
Korean pop group Twice
showed Switzerland to 20 million media contacts . Fans followed them on their travels on TV and social media.
Summer, Market topics, Korea
Warren Miller Video and New York Times
showed the diversity of winter and the range of offers for holidays in the snow in Switzerland.
Winter, Market topics, USA
Students from Bad Vilbel
in Germany are travelling to the Bernese Oberland for a ski holiday – thanks to a competition from the campaign “Winter goes to school”.
Winter, Market topics, Germany
Southeast Asian travel agencies
tested the “One Day Ski Experience” and took their first turns in snow during the Asia Pacific Workshop.
Winter, Market topics, Southeast Asia
The digital success with summer ad
is reflected in the number of visitors to MySwitzerland.com and resulted in Switzerland Tourism winning a YouTube award.
Summer, Campaigns, Digital marketing
LAC Lugano Arte e Cultura
was featured in a multimedia key story, boosting Lugano’s image as a city of culture.
Partner projects, Campaigns, Cities
“All you need is Pablo”
is the theme of the Basel key story. Thanks to protests by its young citizens, Basel kept its close ties to Picasso.
Partner projects, Campaigns, Cities
A dive into the Quartier des Bains
and the multimedia Key Story provided inspiration for a visit the arts district.
Partner projects, Campaigns, Cities
“Lake Geneva, seen from Chexbres”
by Ferdinand Hodler was featured in “Papersky”. The Japanese magazine did so to appeal to cultural travellers.
Summer, Market topics, Japan
Nature as a megatrend
was the inspiration for the 2017 summer campaign. This trend was embodied in the concept of “enlivenment”.
Summer, Marketing strategy, Tourism trend
Cheese and chocolate
got mouths watering in advance of the Bike World Championships, to be held in 2018 in Lenzerheide.
Summer, Market topics, Australia
Three million Russians
watched the TV show “Let’s go and eat” about Switzerland, in particular Zurich, its gastronomy and traditions.
Cities, Market topics, Russia
Swiss winter magic at lunch
in the 185 staff and self-service restaurants of Coop and the SV Group.
Partner projects, Winter, Market topics
Four second-generation immigrants and Alpi
from “20 Minuten” try on skis for the first time. They tested the First Ski Experience offer and had a lot of fun.
Product development, Winter, Market topics, Market Switzerland
The MICE award
for “Personality of the Year” went to Lisette van Dolderen, who heads the SCIB office in Amsterdam.
Campaigns, Meetings
French bloggers
reported on their trip to Bern for “Courrier international”.
Summer, Campaigns, France
Michelin rewarded tyre dealers
with a journey on the Grand Tour of Switzerland, and took the opportunity to present its new products.
Campaigns, Meetings, Grand Tour of Switzerland
Incentive travel
was how Alkem Laboratories rewards its employees. Swiss television travelled with them.
Campaigns, Meetings, Incentive travel
Nature lover Adam Wajrak
brought Poles back to nature. The campaign with newspaper “Gazeta Wyborcza” achieved eight million contacts.
Summer, Market topics, Poland
Romance in Bergün
for mature singles from TV show “Hotel Römantiek” on Dutch and Belgian TV.
Summer, Market topics, Benelux
ORF showed Switzerland’s cultural landscape
from Lake Constance to Lucerne, in a report by Austrian art expert and historian Karl Hohenlohe.
Cities, Market topics, Austria
British food influencers
were delighted by the “Food Zurich” festival.
Cities, Market topics, UK
Catalan skiers
on Bernese slopes: the press trip with TV3 programme “Temps de Neu” had a clear objective.
Winter, Market topics, Spain
Network
16
Contributions
Business partners
supported Switzerland Tourism projects financially and in the form of goods and services.
Partnership, Network, Facts and figures
Regional partner investment
amounted to CHF 12.5 million in joint marketing activities in 2017.
Partnership, Network, Facts and figures
Members benefit
from the strong network of Switzerland Tourism and are always up to date with STnet.ch.
Membership, Network, Facts and figures
The cross-sectoral tourism network
is the basis for Switzerland Tourism’s success.
Network, Organisation
The Vacation Day in Davos Klosters
took place under the motto “turnaround.” There were 1,250 industry representatives and professionals in attendance at the event.
Membership, Network, Turn-around
Marketing Key Stories
are multimedia stories. Told in an informative, relevant and exciting way. They are the central product of the partnership campaigns.
Partnership, Content projects, Key stories
Getting from Milan to Switzerland’s cities
is just a short hop for design lovers since the opening of the new Gotthard Base Tunnel.
Partnership, Network, Italy
Italian influencer première
for more than 28 million TV viewers.
Partner projects, Network, Market topics, Italy
Hoteliers between technology and feeling
was the theme of the hotel marketing day titled “High Tech vs. High Touch”.
Partnership, Network, Hotel
Adventurous single trails
and steep mountains offer the perfect backdrop for the media bike ride organised by Switzerland Tourism.
Partner projects, Partnership, Network
1,226,286 contacts
saw a listicle on hotel gardens. List-based articles are a tried-and-tested tool in the world of hotel marketing.
Partnership, Network, Hotel
Germany showing more interest
in the Switzerland Travel Mart 2017 and generally more and more participants from Europe.
Partnership, Network, Key Account Management
Whether it’s a bike hotel
or a design hotel, the accommodation partnerships sparked the public’s interest in participating hotels.
Membership, Network, Accommodation partnership, Hotel
Fribourgeoise cows
on Spanish milk packaging to convey Swiss values.
Partnership, Network, Spain
Cheese Production Assistant
wanted. This is how UBS and Switzerland Tourism kicked off their Alpine Summer campaign.
Partnership, Network, Business partners
The Switzerland Tourism Council
plays an important role in the organisation of Switzerland Tourism.
Membership, Network
Market topics
33
Contributions
The highest growth in overnights
came from the markets Switzerland, USA and China. Switzerland is represented in 26 countries by 239 employees.
Market topics, Hotel overnight stays
Overnight hotel stays were up again
thanks to a lot of tourism innovation. The industry staged a turnaround in 2017 encouraged by the good economic climate.
In focus, Market overview
Switzerland-China Year of Tourism 2017
deepened cooperation with this important foreign market and provided access to market information.
Market topics, China
Impressive mountain landscapes
were projected onto the façade of the Swiss embassy in Berlin (Germany) at the start of the 2017 summer campaign.
Summer, Market topics, Germany
Italian influencer première
for more than 28 million TV viewers.
Partner projects, Network, Market topics, Italy
The Tourism Development Index
is on the up – recovery across the board.
Market analysis, Market topics
The magazine Riders.dk
got its Danish online readers ready for the winter season in early in December with videos from Valais.
Winter, Market topics, Nordic countries
Swedish cyclist Jessica Clarèn
promotes the cycling paradise Valais via the platform SheRides.
Summer, Market topics, Nordic countries
Singer-songwriter Bastian Baker
shot a music video in Montreux together with three young Brazilian musicians from the Instituto Baccarelli.
Summer, Market topics
User-generated content
in “SWISSmag”, a Czech tourism magazine that focuses entirely on Switzerland.
Winter, Market topics, Czech Republic
Czech visitors uploaded their most beautiful holiday memories
to the website MojeSvycarsko.com as part of the summer competition.
Summer, Market topics, Czech Republic, Swiss Travel System
The Art Paris Art Fair 2017
was supported for the first time by a tourism organisation showcasing the cultural variety of Switzerland.
Cities, Market topics, France
Korean pop group Twice
showed Switzerland to 20 million media contacts . Fans followed them on their travels on TV and social media.
Summer, Market topics, Korea
Korean models with the Travel Pass
had a summer adventure on Swiss public transport.
Summer, Campaigns, Market topics, Korea
Warren Miller Video and New York Times
showed the diversity of winter and the range of offers for holidays in the snow in Switzerland.
Winter, Market topics, USA
Students from Bad Vilbel
in Germany are travelling to the Bernese Oberland for a ski holiday – thanks to a competition from the campaign “Winter goes to school”.
Winter, Market topics, Germany
Southeast Asian travel agencies
tested the “One Day Ski Experience” and took their first turns in snow during the Asia Pacific Workshop.
Winter, Market topics, Southeast Asia
“Lake Geneva, seen from Chexbres”
by Ferdinand Hodler was featured in “Papersky”. The Japanese magazine did so to appeal to cultural travellers.
Summer, Market topics, Japan
Cheese and chocolate
got mouths watering in advance of the Bike World Championships, to be held in 2018 in Lenzerheide.
Summer, Market topics, Australia
150 million
mainly women viewers tune into TV soap “Saudiyat”. Filmed in Bern and Zurich, thanks to Switzerland Tourism.
Market topics, Gulf states
Swiss winter magic at lunch
in the 185 staff and self-service restaurants of Coop and the SV Group.
Partner projects, Winter, Market topics
Three million Russians
watched the TV show “Let’s go and eat” about Switzerland, in particular Zurich, its gastronomy and traditions.
Cities, Market topics, Russia
Medical tourism
is a tradition in Switzerland. Russian tour operators looked into the medical wellness offer in Heidiland.
Market topics, Russia, Key Account Management
Four second-generation immigrants and Alpi
from “20 Minuten” try on skis for the first time. They tested the First Ski Experience offer and had a lot of fun.
Product development, Winter, Market topics, Market Switzerland
ORF showed Switzerland’s cultural landscape
from Lake Constance to Lucerne, in a report by Austrian art expert and historian Karl Hohenlohe.
Cities, Market topics, Austria
The second season of “The Grand Tour”
with British TV host Jeremy Clarkson started with a journey through Switzerland.
Market topics, Grand Tour of Switzerland, UK
British food influencers
were delighted by the “Food Zurich” festival.
Cities, Market topics, UK
Catalan skiers
on Bernese slopes: the press trip with TV3 programme “Temps de Neu” had a clear objective.
Winter, Market topics, Spain
Nature lover Adam Wajrak
brought Poles back to nature. The campaign with newspaper “Gazeta Wyborcza” achieved eight million contacts.
Summer, Market topics, Poland
Romance in Bergün
for mature singles from TV show “Hotel Römantiek” on Dutch and Belgian TV.
Summer, Market topics, Benelux
Pop-up gallery with influencers
showed digital Switzerland in a live setting. Such measures helped lead to a turnaround in the BeNeLux market.
Market topics, Benelux
New image thanks to Bollywood star
Ranveer Singh. He shares his exciting holidays in Switzerland with young Indians on Instagram and other social media.
In focus, Market topics, India
Mosimann’s vintage car rally
follows the tracks of top chef Anton Mosimann in his old home region.
Market topics, Grand Tour of Switzerland, UK
Organisation
12
Contributions
The Switzerland Tourism organisation
aims to grow demand for Switzerland as a travel and conference destination domestically and internationally as part of its federal mandate.
Organisation, Facts and figures
Federal Councillor Schneider-Ammann
in an interview with EHL student Joel Zgraggen. The discussion revolved around the next generation of tourism students.
Organisation, Tourism industry, Politics
2017 was a year of change
for Swiss tourism, marked by economic recovery as well as major social changes.
Organisation, Vision, Mission
Martin Nydegger is taking over
the role of CEO. The industry expert is succeeding Jürg Schmid.
Names, Organisation
CEO Martin Nydegger
talked about the turnaround in overnight stays with his Engelberg counterpart Frédéric Füssenich.
Names, Organisation, Turn-around
The Board of Directors
Names, Organisation
The Executive Board
Names, Organisation
The cross-sectoral tourism network
is the basis for Switzerland Tourism’s success.
Network, Organisation
Customised marketing activities
for partners supplement Switzerland Tourism’s basic mandate.
Four-Wheel-Drive, Assignment, Organisation
18 years of Jürg Schmid: highly digital
with a turnaround at the end.
Names, Organisation
Switzerland Tourism won awards
for digital marketing, meetings and for a marketing and media initiative in Germany.
Organisation, Awards
Extended Management Team (EMT)
Names, Organisation
Marketing strategy
11
Contributions
The promotion
uses campaign ads, brochures, live actions, inserts, special offers and trade fair appearances.
Four-Wheel-Drive, Marketing strategy, Key stories, Facts and figures
Key Media Management
involves interaction with the media. This includes press trips and, increasingly, proactively suggesting topics for journalists.
Four-Wheel-Drive, Marketing strategy, Facts and figures
Key Account Management
targets tour operators and maintains relationships with them, which is crucial for long-haul markets.
Four-Wheel-Drive, Marketing strategy, Key Account Management, Facts and figures
The Digital marketing
includes a presence on the internet – whether it's on MySwitzerland.com or on social media platforms.