Switzerland Tourism: #inLOVEwithSWITZERLAND

Switzerland Tourism, the national marketing and sales organisation for Switzerland, reached their target audience of young Indians to promote Switzerland as a holiday destination for action-seeking travellers.

Agency: iProspect India

Objectives

Switzerland had long enjoyed the reputation of being one of the world's most romantic destinations. While well-deserved, the white snowy Alps, the mountainside lodges, and stories of romance sold to Indians by Bollywood Studio Yash Raj had overpowered other travel delights the country offered, limiting its tourist appeal.

Our objective was to challenge this long-perceived image of Switzerland. We had to rebrand and showcase the country as an interesting travel destination for younger audiences. Ones whose idea of travel was different from the previous generation.

Strategy

Insights from CCS (a proprietary Dentsu Aegis tool to...

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