Primcom takes over media relations from Zug Tourism

Primcom already looks after the Engadine, Engelberg-Titlis, Lenk- Simmental, Pontresina, the Rigi and Silvaplana. Now it has expanded its portfolio to include another Swiss vacation region: since April, the team has been helping to promote the city and region of Zug as a vacation destination. Zug had previously positioned and established itself as a destination primarily in the business travel sector. Now the region is realigning itself.

"We would also like to be increasingly perceived as a destination for city breaks and leisure excursions," says Renya Heinrich, managing director of Zug Tourism. "There is untapped potential that has not been exploited so far due to the one-sided focus." In this regard, the region would like to increasingly become the focus of leisure travelers from Switzerland and neighboring countries. This spring, for example, the focus was placed on the touring segment and the Morgartenrunde bike route was developed. The tour from Zug links the Heart Route (SwitzerlandMobility Route 99) in a lying figure of eight with the Lakes Route (SwitzerlandMobility Route 9) and passes all the sights of the canton.

"We are very pleased to be able to actively support Zug Tourism in sustainably developing the image of the region. The timing is just right. The reorientation is favored by the growing interest in destinations that are rather unknown to tourists," says Mary Stefanizzi, PR consultant at Primcom.

Primus Communications GmbH, or Primcom for short, has been active on the Swiss market since 2005. In 2012, Primcom opened a branch office in Vienna, and in 2015 another one in Berlin. The agency offers its clients a full range of services in the fields of internal and external communications with a focus on the travel industry - from overall PR consulting to marketing support and corporate communications.