#IchbrauchSchweiz (#INeedSwitzerland) was designed to frame Switzerland as an attractive holiday destination and leverage an array of three distinct media campaigns to generate maximum awareness between 2020 and 2021. Established influencers travelled to Switzerland, shared their experiences and provided exclusive content tips and recommendations for various destinations. This content was combined with content from a social challenge and existing high-quality material provided by the customer and distributed via a large digital native hub on Bunte.de as well as in an enclosed special edition in BUNTE and advertorials in the women’s premium magazines like ELLE and FREUNDIN.
2021: ‘100% Women’ summer campaign
The aim of the summer campaign was to position Switzerland as the perfect destination for women who love the outdoors. Running from July to October 2021, it was focused entirely on Switzerland Tourism’s women-only offers. In the spotlight were singer Beatrice Egli and freestyle skier and sports psychologist Caja Schöpf, both of whom took part in the ‘100% Women Event – Swiss Mountains make Women Strong’. Egli and Schöpf shared their own breathtaking challenges with their fans and followers: Beatrice Egli climbed the Matterhorn, while Caja Schöpf conquered the ascent of the Jungfrau and Mönch. Their tour was accompanied by high-reach branded hubs on FREUNDIN.DE and BUNTE.DE with native storytelling as well as editorial articles, such as ‘Tours by women for women’ or ‘The most beautiful retreat in the Alps’. A channel set up exclusively for Switzerland Tourism on GOFEMININ.DE featured exclusively travel-related content supported by high-reach Facebook posts. On VITAL.DE, a detailed report was given on the attractive women-only offers from Switzerland Tourism. The final touch of the promotion was a display campaign on Facebook and the BCN Women Channel plus a print advertorial in FREUNDIN. The highlight of the campaign was the BUNTE VIP event at the ‘So Schweiz’ house: Beatrice Elli and Caja Schöpf talked on stage about their experiences of climbing the Swiss mountains and about their personal peak challenge. An exclusive fashion show by Mammut Sports Group AG and catered Swiss treats made the event an unforgettable evening for the 40 winners from BUNTE.DE.
2021: ‘Grand Tour Deluxe’ campaign
Top influencer Laura Wontorra took her many followers along on a luxurious trip to Switzerland between May and July 2021 – on the Grand Tour de Luxe, a breathtaking hike across five legendary Swiss Alpine passes. #grandtourdeluxe and #ineedswitzerland were the hashtags she used to share unique experiences in her authentic style, highlighting Switzerland as a dream destination. Her husband Simon Zoller also accompanied her and shared his impressions on Instagram. It was just the right thing for a target group of women with an interest in travel and destinations off the beaten path. The content not only caused a stir on Instagram, but was also distributed via ELLE.DE and mobile social cards. The campaign was supported by a high-quality print advertorial and an editorial case page on BRANDSYOULOVE.DE. At the end of the campaign, over 2.5 million impressions for a total of 12 posts and half a million readers were reached via the print advertorial in ELLE.
2020: #ichbrauchschweiz launch campaign
Three midi and macro influencers reported on their holidays in Switzerland during the campaign run between June and October 2020. As part of a social challenge, 250 micro influencers received a ‘Swiss goodie box’, which they used to generate content pieces. This content was distributed via sponsored Instagram posts, branded Facebook videos, native articles (print and online) and ATV, generating maximum cross-media awareness among readers and users. The campaign finale was a joint event developed in partnership between BUNTE.DE and Switzerland Tourism, which brought together all important campaign participants in Lucerne. This content and the social challenge were distributed via a large digital native hub on BUNTE.DE as well as in an enclosed special edition in BUNTE and advertorials in the women’s premium magazines as ELLE and FREUNDIN.
Campaign elements
Three midi and macro influencers reported on their holidays in Switzerland during the campaign run between June and October 2020. As part of a social challenge, 250 micro influencers received a ‘Swiss goodie box’, which they used to generate content pieces. This content was distributed via sponsored Instagram posts, branded Facebook videos, native articles(print and online) and ATV, generating maximum cross-media awareness among readers and users. The campaign finale was a joint event developed in partnership between BUNTE.DE and Switzerland Tourism, which brought together all important campaign participants in Lucerne.
The last few months have made it crystal clear that it’s important to take matters into your own hands, because no matter what happened in the past or what the present is like, success lies in the future. In order to achieve success, you need allies. I’m incredibly pleased that we have a partner on our side in Burda Media, who, like us, sees crises as opportunities and who is just as focused on the future as we are. #IchBrauchSchweiz (I need Switzerland) perfectly sums up how we make our readers aware of just how much Switzerland has to offer as a travel destination with its four languages and cultures.
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