Switzerland Tourism aims to attract new guests with "Swiss Summer Lounge" in Milan
With a pop-up in Milan’s historic center, Switzerland Tourism aims to attract potential visitors to Switzerland. The «Swiss Summer Lounge» opened last weekend and drew a great deal of public interest.
For ten days, the "Swiss Summer Lounge" presents the Swiss summer as a multimedia pop-up. A typically Swiss ambience, food and drink from Swiss cuisine and wine cellars as well as a selection of different VR films from the regions and train journeys are designed to inspire northern Italians - in line with the campaign claim "Nature wants you back".
Swiss tourism advertising has been present in Milan for almost 100 years, and Italy is the eighth strongest foreign market for Swiss tourism. In order to maintain this presence, Switzerland Tourism continues to pursue concise tourism marketing throughout Italy, with a focus on the northern Italian metropolitan areas. In the current difficult times for the Italian economy, new and creative marketing ideas are always in demand.
Together with tourism partners from Central Switzerland, Ticino and Bern as well as Swiss transport companies, Switzerland Tourism Italy is presenting the "Swiss Summer Lounge" as an alternative to tourism trade fairs to interact personally with potential guests, with digitalization playing a central role but personal contact being just as important. In addition to aperitifs and food, there will also be tasting and themed workshops on Swiss wine, Appenzeller beer and Swiss cheese, as well as on nature and sustainability.
