Tuesday, February 20, 2018

In love with Switzerland

The Swiss's favourite country is Switzerland: being able to experience nature right outside your own front door is priceless. The Swiss are particularly loyal tourists.

From its very beginnings, the National tourism organisation has always exploited its home advantage with great skill. The backbone of this strategy was “Revue Schweiz” - packed full of inspiring reports and images - freely available on all trains throughout the country, it sent the Swiss visitors off on trips for 77 years.

The importance of this home market is demonstrated every time that the Franc gets into turbulent waters as last happened in January 2015, when the Swiss National Bank decided to discontinue the minimum exchange rate for the Euro and the Franc rapidly rose in value.

Switzerland tourism board reacted immediately with the special multimedia campaign #INLOVEWITHSWITZERLAND. Using the popular hashtag, Swiss people could declare their love for their homeland in words and pictures, second by second on social media.

Back in the 1940s, the campaign “Everyone’s a skier” was a spectacular turning point for Switzerland as a nation of tourism. The intention was to shift winter sports from an elite hobby to a popular pastime and it worked. Skiing became a national sport. Today 35% of Swiss enjoy skiing while a good 5 % prefer to snowboard... in any case, winter sports plays a big part in Switzerland’s educational heritage.

Propaganda poster from 1940

Who remembers the Credit Suisse ski hats that were launched in 1977?

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