Switzerland Tourism adapts communication strategy
The travel ban and the extraordinary circumstances aren’t silencing Switzerland Tourism—quite the opposite. «Dream now – travel later» aims to show empathy, inspire enthusiasm, and provide inspiration for «the time after.».
With almost 40 million hotel nights, 2019 was a record year for Swiss tourism. In conjunction with this, momentum was expected for 2020. However, the blow of fate followed at the beginning of this year: the Corona virus halted tourism worldwide with unforeseeable severity. Switzerland Tourism also had to suspend all proactive marketing activities.
Nevertheless, not communicating is not an option for the organization, which is why it has devised a communication strategy adapted to the situation. The focus is to be on the message "Dream now - travel later", with which Switzerland Tourism wants to show empathy. The message is also the first phase of the global recovery campaign. The second campaign phase (awareness) will bring travel back into consciousness, and the third (activation) is intended to trigger concrete bookings. However, the second and third phases are to be triggered only when the circumstances are right.
The video clip will be placed on social media and as a primetime TV spot. There will also be a weekly Instagram quiz "City-Mountain-River" and a special summer magazine issue "Dream now - travel later" to help inspire.
