"Every event tells a story that makes you want more"

In "Views from the Top", Switzerland Tourism and Swiss Top Events (STE) world-famous events in a new light. The podcast, hosted by British podcaster Jack Boswell, is aimed at an international audience who want to get to know Switzerland and its premium events better. In the interview, André Hefti and Christoph Joho emphasize that the series is more than just event promotion - it is intended to inspire listeners to visit other events in Switzerland and thus build a bridge between the different events. With the release of further episodes, the series is now inviting listeners to discover it once again. These are available on Spotify, Apple Music and YouTube Music.

m&k: How often do you listen to podcasts in your private life?

André Hefti: Almost every day, whether I'm jogging, commuting or simply out and about.

Christoph Joho: 2-3 times per week

 

Which formats appeal to you in particular?

André Hefti: I listen to a broad spectrum - from sports and entertainment to news and business topics.

Christoph Joho: Currently, I mainly listen to interviews with personalities and entrepreneurs as well as podcasts on the subject of neuroscience and mental performance.

Have you already gained experience with the podcast medium?

Christoph Joho: So far I have only been a consumer. André Hefti: We have already looked at the potential of this medium a few times, but the momentum has been lacking so far.

 

What was the most important reason for launching "Views from the Top"?

André Hefti: The cooperation between Swiss Top Events and Switzerland Tourism has a very special dynamic. We wanted to create something new together, and that's how the idea for the podcast came about.

 

Which target group do you have in mind?

André Hefti: We are primarily targeting the English-speaking community worldwide, which is interested in both our events and Switzerland as a travel destination.

Christoph Joho: Each of the 9 Swiss Top Events has its own global community. Thanks to the podcast, we can bring these communities together better and integrate the ST community. This is very exciting for all of us.

 

m&k: How do you define the target group for STE, and what role does the podcast play in addressing them?

Christoph Joho: There is no such thing as ONE target group. What they do have in common, however, is that they are active, committed and interested people who have high expectations in terms of quality, innovation and inspiration.

 

Is the podcast explicitly designed for the luxury segment?

André Hefti: I don't like luxury; we focus more on the premium segment - people who appreciate quality and excellence.

 

m&k: How is STE positioning itself in the premium segment and what does this mean for podcast production?

Christoph Joho: All events that are members of STE are among the best in their field, worldwide. In addition, sustainable creation, approachability and a large portion of courage to try out new things are part of the events' DNA. This should also be reflected in the podcast.

 

What are the initial figures for the launch of the podcast?

André Hefti: We don't share specific figures, but the response has been very positive. We know that building a loyal audience takes time.

 

How does STE rate the initial reactions to "Views from the Top"?

Christoph Joho: Very positive! I'm surprised at how well I managed to convey the above-mentioned DNA of the events in the podcast. The reactions I received: "I would like to experience these events live one day."

 

What measures are planned to market the podcast, especially abroad?

André Hefti: Together with the nine internationally renowned top events and Switzerland Tourism, we reach an impressively large community via various social channels. We address them organically in order to activate our target groups. We also rely on paid distribution, particularly on social platforms and especially on Spotify.

 

What marketing measures is STE planning to position the podcast internationally?

Christoph Joho: The strategy was developed jointly by the marketing managers of the events. Each event uses its own large networks to promote the podcasts. There are also various cross-promotions.

 

Are there any inspiring role models for this podcast?

André Hefti: Our style is based on the documentary approach used by many in different industries. We have tried to tell exciting stories, take a look behind the scenes and create a common thread that makes the format captivating. This means that people who are originally only interested in ski racing will suddenly become interested in classical music.

What makes podcasts particularly valuable as a medium for the Switzerland Tourism brand?

André Hefti: This is a very qualitative contact. It's not just about a few seconds of interaction with the brand, but a conscious investment of time. Our podcasts last 20 to 30 minutes, during which the audience really dives in and engages intensively with the content.

 

How important is the longer attention span through podcasts for STE?

Christoph Joho: That is precisely the advantage of podcasts. For 20 minutes, you can immerse yourself in the fascinating world of an event and "hear" behind the scenes. It's an excellent format for experiencing the vibes and the magic of an event up close.

 

What role does Jack Boswell play as host for the branding of "Views from the Top"?

André Hefti: With his charming manner Jack BoswellHe is able to address people in a targeted manner and gives the podcast his own personal touch. As an experienced podcaster who has already won awards in England, he is also planning to launch another podcast with the BBC.

 

Why did you choose to cooperate with Swiss Top Events and who initiated the partnership?

André Hefti: It's an exciting story: Swiss Top Events was launched in 1996 by Claude Nobs, the visionary founder of the Montreux Jazz Festival, and the then President of Switzerland Tourism, Paul Reutlinger. The idea behind it was that events such as the Montreux Jazz Festival offer great content to present Switzerland as a travel destination. This idea has endured to this day - and we are now continuing to tell this shared story in a podcast.

 

m&k: What does the cooperation with Switzerland Tourism mean for STE?

Christoph Joho: We are proud that we are always able to enrich our long-standing partnership with new, joint initiatives. When we sit around the table with André and his team, the ideas always bubble up.

 

Would other associations be conceivable that could perhaps represent other facets of Switzerland as a vacation destination?

André Hefti: We are currently concentrating on STE. Whether we will do other podcasts in the future is written in the stars.

  

What are the specific branding objectives to be achieved with this podcast?

André Hefti: The focus is on strengthening Switzerland's image as a travel destination and building close ties with our community. Our aim is to provide content that inspires our community to engage with Switzerland as a travel destination time and time again.

 

Are videos or video playouts of these podcasts also conceivable?

André Hefti: That would certainly be the next big step, and we certainly considered this possibility after producing the first season. At the moment, however, we have decided to focus on the audio track. We are deliberately leaving open what the future holds.

 

Is "Views from the Top" intended as a one-off project or something long-term?

André Hefti: We are all enthusiastic about our product - it remains to be seen whether listeners feel the same way. If it is well received, nothing stands in the way of another season.

 

Which countries are in focus?

André Hefti: The special thing about podcasts is that they know no national borders. We have produced our podcast in English and therefore primarily target English-speaking countries - but also all regions worldwide where there are English-speaking communities.

 

What contribution does the podcast make to ST's overarching brand strategy?

André Hefti: The aim is clear: to strengthen Switzerland's image, to retain the community and to inspire people who have already been here to discover new facets of our country.

 

m&k: How does STE see the importance of this podcast for its long-term strategy?

Christoph Joho: If the podcast is successful, we can reach new target groups, which would be impossible for an event alone. The podcast series also helps to further increase the value of the STE Association: Only the best can be part of the Swiss Top Events.

 

What fascinates you personally about this opportunity to launch a podcast for Switzerland?

André Hefti: This project is an affair of the heart for me, characterized by passion and the enthusiasm of the events involved. The production has given us great pleasure. At the same time, it is just one piece of the mosaic in our overall strategy - one building block among many initiatives. We hope that listeners will enjoy it as much as we do and that, over time, we will gain a listenership that will be happy to tune in again and again.

Christoph Joho: The focus is not on the sporting or cultural performances, but on the people involved, who are able to inspire with their passion and dedication and are ultimately responsible for why it is a top event.

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The episodes are available on Spotify, Apple Music and YouTube Music