Overview.

Swiss Tourism are a long term client of ours, and this particular campaign was mass awareness- to aid the recovery of Switzerland’s tourism after the pandemic.

Swiss Tourism wants to make travellers enthusiastic about Switzerland as a travel destination, by showing the beauty that Switzerland has to offer; from green landscapes to still lakes, they aim to bring people back to their love of the outdoors. They have an extensive online platform that accompanies travellers from inspiration through information to planning. It also creates a world of experience in which users immerse themselves thanks to impressive images, virtual reality elements and authentic sounds.

The famous tennis player, Roger Federer is an ambassador for Swiss Tourism, and he featured in this campaign; showcasing the things he loves the most about Switzerland.

Our main goal for this campaign was to drive brand awareness and increase traffic to the website. People weren’t able to book due to travel restrictions- but we needed to plant the seed of Switzerland as a tourist destination in people’s minds. From receiving the brief, we took our usual three step approach to diagnose a strategy. We ultimately chose a Programmatic Digital Display format for the campaign as we knew people were staying at home due to restrictions, and digital media was performing so strongly in 2020; the average time spent watching digital content was 5 hours 40 minutes in 2020, so we knew screen time had increased massively, and used that to our advantage with the campaign.This also gave us more flexibility with the campaign. As we knew the audience had migrated online, we knew we could reach them with everything Switzerland has to offer digitally , further planting that seed.

In order to generate mass awareness in the uncertain situation the pandemic placed the marketing industry in, we ran other media to support our online strategy including Digital Out of Home opportunities which we could dial up or down depending on the changing restrictions. We were able to be broadcast on some of the UK’s biggest & best sites which we saw as a vital to complement the campaign.

For a smaller spend campaign, the number of digital impressions were astounding:

71.67%

VTR; were very strong throughout the campaign.

140,115

impressions on Piccadilly circus/lights.

94,486

impressions across the rest of the UK.