Switzerland Tourism faces a currency problem. Since January, the value of the Swiss franc has risen sharply, while the value of the euro has fallen correspondingly. This one-two punch may lead to a drop-off in tourism by other Europeans into Switzerland.
To fill the tourism shortfall, the Swiss are looking to the United States.
Compared with a year ago, the US dollar is now worth approximately 15% more in Switzerland. That year-long rise in the dollar's buying power has coincided with a rise in American visitor numbers.
Arrivals and nights spent by American travelers in Switzerland increased again in 2014, compared to the previous year, by almost 4%.
That marks the fifth consecutive year of increasing visitor numbers from the US to Switzerland, with a total growth of more than 20% since the beginning of 2010.
To capitalize on this trend, Switzerland Tourism is turning to digital marketing campaigns to drum up additional American visitors.
It has launched two campaigns. One is called “Lights! Camera! Switzerland," a dedicated website with a social media campaign mixed with a more traditional element, a TV show.
In the first phase, which ended last week, the direct marketing organization sought participants in the US and Canada who would like to be the host of a travel TV show. The organization says the number of entries is beyond its expectations, with more than 700 people submitting videos.
All entries were reviewed by a jury. On March 18, the top ten were announced. Then the winner among the ten will be picked by the public via voting that concludes May 5.
Digital is the key here, unlike traditional print advertising campaigns that Switzerland has usually favored. Social media efforts will amplify and supplement the storyline. The game-show voting aspect will drive more awareness of the country's highlights.
Each contestant creates their own video and uses their own social media platforms to get the word out. This amplifies the message. Here's a sample video:
The direct marketing organization has prepared lots of content in chunks that it can roll out to sustain momentum. It has details on each of 50 stops in a grand tour of the country, and a similar set of content around rail tours.
In June, the winner and a TV crew will travel to Switzerland and shoot a 10-day paid “Grand Tour of Switzerland”. The one-hour TV show featuring highlights of the tour will be broadcast in the US and Canada in September.
MORE: “Lights! Camera! Switzerland"
