The Story:

Swiss Tourism wants to make travellers enthusiastic about Switzerland as a travel destination, by showing the beauty that Switzerland has to offer, aiming to bring people back to their love of the outdoors. This particular campaign was to create mass awareness, aiding Switzerland’s tourism. MAG’s main goal  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 present and future tourist destination in people’s minds.

The Strategy:

Famous tennis player, Roger Federer is an ambassador for Swiss Tourism, and he became  the face of the campaign to further generate awareness. MAG approached the campaign with audience research and insight- finding that digital media was performing  strongly as screen time had increased massively in 2020:  the average time spent watching digital content was 5 hours 40 minutes. Because of this data, we knew that  the audience had migrated online, and we could reach them with everything Switzerland has to offer digitally, by running the campaign across Programmatic Display.

In addition, MAG 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 government restrictions. We were able to be broadcast on some of the UK’s biggest and best sites. which we saw as  vital to complement the campaign.