Hotelplan launches national 360° campaign with Top Line Group

Hotelplan is positioning itself in the Swiss travel market with a new brand identity. The Swiss travel provider is building on its roots and focusing on accessible vacations with real experiences. The new positioning is based on the conviction that vacations are not a luxury, but enrich life.

The visual language will be warmer and more natural, with a stronger focus on people and their genuine vacation moments. Authenticity, customer proximity and an attractive price-performance ratio form the cornerstones of the enhanced brand identity.

Transparent price structure with early booking benefits

Attractive offers with a clear price structure are a central component of the new positioning. Among other things, Hotelplan is focusing on fixed prices for families that offer planning security. Customers can benefit from an early booking discount of up to 40 percent until the end of January 2026.

360° campaign across all channels

The campaign launched in January 2026 will be played out across Switzerland using a broad media mix. This includes OOH, DOOH, pDOOH, digital ads on high-reach platforms, social media, print and all own channels. Personal advice in the branches will be made visible as a central component of the offering, supplemented by targeted marketing activities in the respective catchment areas.

Modular digital campaign architecture

The core of the implementation is a modular digital campaign architecture that specifically combines different genres, formats, target group approaches and strategies along the customer journey. In the upper funnel, the campaign relies on eye-catching, large-format special formats such as dynamic video headers on desktop and mobile as well as sitebar ads and large display formats. These were consistently optimized for visibility and attention in order to achieve maximum awareness and brand presence.

In the lower funnel, the campaign uses displays and native ads to create a strong performance layer to activate and generate bookings. A comprehensive tracking setup enables continuous optimization for conversion and efficiency. A retargeting strategy ensures that users are addressed repeatedly during their individual decision-making phase.

One particular innovation component is the use of weather-based DOOH formats in urban centers. The subjects and messages are adapted to the respective weather situation in real time and play out vacation longing precisely when the moment of need is at its greatest.

"With this campaign, we are showing what Hotelplan stands for: genuine, accessible vacations that touch and stay. It combines our roots with a step forward and shows that we understand our customers' need for reliability, fair prices and authentic moments," says Andreas Leuzinger, Head of Marketing Hotelplan, Migros Ferien, Travelhouse and Tourisme pour tous.

Responsible at Dertour Suisse: Andreas Leuzinger (Head of Marketing Hotelplan, Migros Ferien, Travelhouse, Tourisme pour tous), André Plöger (VP Marketing Dertour Suisse), Marie Vuilleumier (Project Management), Javiera Karmy (Social Media), Julia Stricker (Direct Commerce), Tony Kuijk (Search & Performance), Jonas Fassbind (Retail Marketing), Lisa Schnellmann (Content Marketing). Responsible at Top Line Group: Concept, creation, design, layout. Responsible at Drop8: Monty Meier (overall responsibility for Programmatic Campaign), Fabrice Lalive (Lead Campaign Management & Tracking), Monika Graf-Andrzejczak (Campaign Management). Responsible at Outdoor Media: Rick Meier (overall responsibility for OOH/DOOH).