Obwalden Tourism presents its 2021 marketing program
Unusual times call for inspired and bold measures from tourism organizations. This was implied on Wednesday when Obwalden Tourism presented its 2021 marketing program at the Hotel Krone in Sarnen. Swiss cities and the population beyond the Röstigraben will be the focus of next year’s activities.
Two connected halls in the Hotel Krone in Sarnen offered enough space to provide the 30 or so people who had registered for the presentation of the tourism umbrella organization's 2021 marketing activities with FOPH-compliant conditions. The audience was made up of representatives from a wide range of sectors of the regional tourism industry.
After a detailed review of the planning and activities of the past few months by Tamara Durrer, Head of Marketing, Daniel Scardino, Managing Director of Obwalden Tourism, turned the attention to the future. There, the so-called insider tip campaign, launched directly after the lockdown last summer, will be continued. The aim is to remind the Swiss population of Obwalden, make it known and establish it as a real insider tip.
"The insider tips in the Sarneraa Valley are far from exhausted," says Scardino. "And not all Swiss people associate Obwalden with attractive and relaxing vacations with a pleasantly short journey." The tourism organization wants to change this in 2021 with various measures.
Pop-up stores
"Go where our potential guests are" is the motto of the central marketing push in the coming year. Pop-up stores, each open for four to six weeks, will temporarily enrich the retail landscape in Swiss cities. The logic here: Before guests come to Obwalden, the region is presented to them in their own home town.
Promotion
The presence of the pop-up stores will be accompanied by a variety of public activities - on the one hand by Obwalden Tourism directly, but also by tourism and business partners. A presence at the LUGA in spring 2021 or at the Switzerland Marathon Light is also part of the tourism organization's current planning. The Obwalden Tourism blog, social media channels and newsletter also offer additional platforms for tourism businesses.
Tapping into a new guest segment
From 2021, Obwalden Tourism will define the population of French-speaking Switzerland as a completely new target group for the first time. The basis for this will be created with the translation of the content on Obwalden-tourismus.ch. Daniel Scardino sees great potential in market development between Biel and Geneva: "Obwalden's tourism offering is even less well known in French-speaking Switzerland than in parts of German-speaking Switzerland. But even there, there is a longing for new destinations to discover within their own country. In addition to nature, I also see the culinary delights, customs and the center of Switzerland as good arguments for visiting us. And last but not least, our geographical proximity is also a plus that we can exploit," he explains.
New concept for printed matter and guest newspaper
From 2021, Obwalden Tourism's printed materials will include a year-round image brochure in each of the three languages German, French and English - as opposed to a summer and winter brochure in a combination of German and English as before.
The image brochure is supplemented by the seasonal guest newspaper Insider tip. In line with the new main target groups, the Insider tip in German and French. In terms of content, it offers a platform for stories about local protagonists.
