MySwitzerland, the consumer facing brand for Swiss inbound tourism, is slowly building a reputation in the industry along the same lines as KLM.
Mention "social media and airlines" and KLM is more often than not the airline that industry folk reference as a bit of pioneer in the sector, following its KLM Surprise project, use of Facebook and a myriad of social-led initiativesand promotions.
But following the success and profile of the Holidays Without Internet campaign, where visitors to a MySwitzerland microsite found their Facebook profiles used to create a rather funny sketch, the tourism board has now found itself increasingly cited as a leader in the crowded world of digital and social marketing for destinations.
Officials clearly hit on a winning formula with the use of two elderly Swiss farmers to front its marketing activity.
But rather than have the pair stare wistfully over Switzerland's jaw-dropping scenery (British and Irish tourism marketers are very guilty of this in their promos), marketers have used them to create a series of tongue-in-cheek campaigns, more often than not subtly mocking the country for its reputation in the outside world.
The latest campaign was launched just a week ago and has already attracted close to 50,000 views on YouTube.
Here is a clip: