design & lifestyle hotels...agenda. 1.central activities: as partner of the cooperation...

Design & Lifestyle HotelsReporting 2019. Accommodation Marketing Switzerland Tourism.January – December 2019

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Thank you!

We want to thank you for your confidence during this year and for the great cooperation. We are looking forward to working with you in 2020.

Would you like to watch the reporting as a short video? Find here a summarized version on www.STnet.ch/reporting

Annika Grünig, Head of Accommodation & Gastronomy Oliver Weibel, Project Manager

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https://www.stnet.ch/reporting

Agenda.

1. Central activities: as partner of the cooperation “Design & Lifestyle Hotels” you benefit from different central activities within our integrated marketing mix.

2. Market highlights: ST accommodation marketing invests in different markets to strengthen the visibility of the cooperations in selected activities.

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Design & Lifestyle Hotels.

1. Number of partners 2019: 482. 5*: 12 hotels | 4*: 20 hotels | 3*: 14 hotels | Swiss Lodge: 2 hotels

3. Number of hotels in German part of Switzerland: 40

4. Number of hotels in French part of Switzerland: 75. Number of hotels in Italian part of Switzerland: 16. Priority markets: Switzerland, Germany, UK, North Amerika, France, Italy,

Russia

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Overview platforms.

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4WD – Integral Campaigning

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Media Management Trade

Typische Schweizer Hotels.MySwitzerland.com

Präsentiert von

Promotion Digital Management

Luxury Switzerland. Inspiration guide for professionals. MySwitzerland.com

Hotels

§ Cross-Marketing via main campaigns§ Theme based brochures§ Multimediastories§ Cooperation logo

§ Product media work with active pitching of accommodation content.

§ Media and influencer trips

§ MySwitzerland.com§ Search, Display and Native Advertising§ Media and influencer trips§ Social Media Campaigns and Ads§ Newsletter§ Commission-free offers

§ Participation at international trades and workshops

§ Inspiration booklets andpartner overview for tour operators

§ discount on participation in STM/STMS

Branding “recommended by ST”Top-in-Mind Partner.1. Only available for certified partner hotels2. Door plaque provided to every partner

3. Free use of digital logo for own marketing activities

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Promotion.

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Accommodation brochure “Design & Lifestyle Hotels”.§ Presence in the accommodation

brochure “Swiss Bike Hotels”§ Distribution through cross-marketing

in hotels and via ST§ Circulation: 55’000§ Publication in 4 languages

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Summer magazine – Hotel integration (2/3).

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Summer magazine – Hotel integration (3/3).

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Winter magazine – Hotel integration (1/3).

§ Distribution in all ST markets§ Distribution of hotel booklet “Ski-in

Ski-out”§ Circulation: 300’000§ Publication in 6 languages

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Cities magazine – Hotel integration (1/2).

§ Distribution in all ST markets§ Distribution of hotel booklet

“Summer Hideaways”§ Circulation: 515’000§ Publication in 6 languages

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Cities magazine – Hotel integration (2/2).

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Digital Marketing.

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MySwitzerland.

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MySwitzerland.com – Overall.

§ MySwitzerland.com managed to achieve 31'450'862 visits in 2019, which means the yearly goal of 28.5 Mio has been exceeded by 10%.

§ Hence, it’s almost at the same level as in 2018 (32.17 Mio). Due to the website relaunch that took place in May 2019 MySwitzerland.com was expecting a larger decrease.

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MySwitzerland.com – Accommodation content.

§ The partner hotels of the Accommodation Marketing have been linked to all main campaigns of Switzerland Tourism: Summer, Winter, Cities & MICE.

§ More than 2 Mio Unique Page Views have been registered to pages of MySwitzerland.com/accommodations

§ More than 1.6 Mio Page Views were generated in regards to the cooperations in all main campaigns of MySwitzerland.com.

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Design & Lifestyle Hotels:MySwitzerland.com/designlifestyle.

Duration 01.01. – 31.12.19Page Views 65’336New Users 55’798Average Time on Page 01:00

Page Views in relation 368’568to Design & Lifestyle onon MySwitzerland.com

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Accommodation offers.

§ 4 times a year, each partner can publish an accommodation offer on MySwitzerland.com.

§ All offers are translated into 7 languages.

§ Hotel offers link to either the hotel’s reservation platform or to a booking request form.

§ Key performance:§ 10,9 Mio Page Views§ 01:26 Duration Time

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Accommodation Listicles (1/3).

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§ Listicles are a form of contentmarketing on the websiteMySwitzerland.com.

§ Themes are based on informationaround partner hotels withinteresting facts and information thatare not exclusive to onecooperation. e.g. hotels with ghosts, castle hotels, bath tubs with a view.


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Duration 01.01. - 31.12.19Page Views 177’485

Unique Page Views

128’652

Average Time on Page

01:32

Integration:https://www.myswitzerland.com/en/best-of-swiss-hotels.html

https://www.myswitzerland.com/en/best-of-swiss-hotels.html


§ Every month a selection of 8-12 hotels are presented on MySwitzerland.com under a common theme.

§ This selection is then:§ Integration in the monthly newsletter with

> 1 Mio contacts worldwide§ Presentation of several selected hotels

every month with a post on Facebook

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Multimedia Stories on MySwitzerland.

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Unique Page Views

54’495


01:28

Integration:https://www.myswitzerland.com/ench/accommodations/stories/

https://www.myswitzerland.com/ench/accommodations/stories/

Mobile-App „Best Swiss Hotels“.

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§ Hotel app for smartphones and tablets (iOS and Android)§ Inspirational hotel finder for the best accommodation in Switzerland

§ Including a direct booking possibility (STC)

§ Including price competitions

Social Media.

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Social Media – Overall (1/2).

§ Overall, we're communicating with more than 4 million fans and followers.§ Our content generated a lot of engagements on our platform: 344 million

engagements on all our Facebook pages in 2019. This resulted in an average engagement rate of 9.3%.

§ The following Facebook pages gained relatively the most fans: Russia (+15.0%), Germany/Austria (+6.6%) and GCC (+5.7%).

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Social Media – Overall (2/2).

§ On Twitter we currently have 289’571 followers (+1.9%). The majority of them are following our English account (100'500 follower).

§ Year-on-year we saw a strong increase of follower on our Instagram accounts (+27.8%), on our LinkedIn accounts (+27.8%), our Pinterest account (+6.8%) as well as our Chinese platforms (Weibo + 21.3% and WeChat +37.0%).

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Social Media – Organic Posts.

Date 52 weekly posts in6 Languages in all markets

Impressions 3’874’246

Reach 2’697’782

Reaction 35’919

Commets 1’451

Shares 4’116

Links Clicks 22’23332

Design & Lifestyle Hotels:Social Media – Social Ads.Campaign: Video AdsDuration: 10.09. – 11.10.2019Publication: CH (de, fr, it, en), DE,

IT, FR, UK, USTarget: ThruPlay

Key performance.Reach: 49’892Impressions: 608’784Engagement: 144’297

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Design & Lifestyle Hotels:Social Media – Social Ads.Campaign: Video AdsDuration: 02.05. - 12.05.2019Publication: CH (de, fr, it, en),

DE, UK, FR, ITTarget: ThruPlay


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Inspiring Meeting Hotels: Social Media – Social Ads (1/2).Campaign: Video AdsDuration: 05.05. – 10.05.2019Publication: CH (de, fr, it, en),

DE, UK, FR, ITTarget: ThruPlay


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Inspiring Meeting Hotels: Social Media – Social Ads (2/2).Campaign: Video AdsDuration: 28.08. – 30.10.2020Publication: CH (de, fr, it, en), DE,

UK, FR, ITTarget: ThruPlay


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Newsletter.

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Newsletter (1/2).

§ We are starting the new decade with 1 million newsletter subscribers. This great figure (+4.28% compared to Q4 2018) could be achieved due to Facebook ads, the integration of the hiking newsletter subscribers and the integration of new Russian subscribers. Besides that, we see a growth of the subscriber base in the markets Germany (9.14%), Switzerland (1.49%) and the Netherlands (1.29%) compared to Q4 2018.

§ In 2019 more than 20 Mio Newsletter were sent out – 5 Mio more than in 2018. The click rate increased slightly (2018: 2.79%, 2019: 2.81%) because of sending out more Stand Alones, which have a higher click rate.

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Newsletter (2/2).

§ 12 newsletters with integratedaccommodation lists and an openingrate of 18% to over 1 millionsubscribers.

§ Accommodation integration in all newsletter with top 3 results over all markets.

§ Key performance:§ SendOuts: 730’630§ Openings: 107’881§ Clicks: 17’547

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Digital Campaigns.

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Search Engine Marketing.

§ Google AdWord campaigns for all accommodation cooperations§ Duration: 01.01. - 31.12.2019§ Publication: Switzerland, Germany, FR, UK and USA§ Target: Traffic Generator§ Key performance:§ Impressions: 888’1555§ Clicks: 33’322

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Programmatic Online Campaign.

§ Web-Ad Campaign in Programmatic for the landing page promotion in different add types

§ Run in Germany, Switzerland,, France, UK (in German, French, English)

§ From November to December 2019§ Goal: to increase traffic on page and

inspire to book hotels

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Programmatic Online Campaign.

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§ More than 85 million impressionswere broadcast, resulting in a widereach.

§ We were able to measure 236,211 clicks, which corresponds to a verygood click rate of 0.28 %. The benchmark is around 0.1 - 0.15 %.

§ 526’964 Visits on landing pages

Awareness Campaign.

§ Awareness campaign over all cooperations which highlighted the special comfort in Swiss accommodations with the slogan “Our comfort will carry you”

§ Digital promotion of video and landingpage with competition§ Creative Concept and insights:§ What could be better than relaxing in a warm bath after an eventful day?§ A bathtub is the epitome of relaxation, arrival and wellbeing. If you spent a good night and

were happy with the service at the hotel, the comforting feeling throughout the day accompanies you.

Awareness Campaign – Video promotion.

§ Youtube: § Goal: Views on film§ Impressions: 8'711'028§ Views: 3'521'610§ View rate: 40.43%§ Link clicks: 14'714

§ Social Media § Goal: Traffic on Mys.com§ Reach: 2'017'793 § Impressions: 6'389'499§ Interactions: 1'061'572§ Link clicks: 139'861§ Video views (3s): 909'335 45

Awareness Campaign – Social Media Ads.

§ Targeted Social Media Ads withBallons over iconig hotels:§ Mountain Hotels§ Hotels near water§ Wellness Hotels§ Hideaways§ City Oasis

§ Contest to win a weekend in a hotel§ Guess which hotel we are showing

Awareness Campaign – Social Media Ads.

§ Duration: 8 -10.2019§ Markets: CH, DE, FR, UK, US§ Goal: Traffic on the competition site Mys.com§ Range: 4'623'611§ Impressions: 10'797’726§ interactions: 1'910'415§ Link clicks: 175’443§ Video views (3s): 1'706'392

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Awareness Campaign – Banner Ads.

§ Retargeted Digital Marketing Banner-Campaign

§ Target: § People that have visited MySwitzerland§ People that have seen the video on

Youtube

Awareness Campaign – Competition.

§ Landingpage on MySwitzerland:: https://www.myswitzerland.com/de-ch/planung/ueber-die-schweiz/wettbewerb/gewinne-ein-perfektes-wochenende/

§ Key Performance§ Visitors: 161’253§ Unique Visitors: 141’384§ Average time: 01:57§ Bounce Rate: 65,5%§ Competition participants: 12'412

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https://www.myswitzerland.com/de-ch/planung/ueber-die-schweiz/wettbewerb/gewinne-ein-perfektes-wochenende/

Design & Lifestyle Hotels:Display Ads.§ Yahoo Gemini Adds§ Country: CH (de, fr, it)§ Duration: 14.09. – 31.12.2019

§ Clicks: 63’543§ Impressionen: 10’904’154

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Swiss Bike Hotels: Teads (1/2).

§ Web-Ad Campaigne with Teads for the Webpage “Design & Lifestyle Hotels” with inRead Scroller Ads

§ Run Switzerland§ From September 3rd to 23rd

September 2019

§ Goal: to increase traffic on page and inspire to book hotels

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§ Impressions: 247’841

§ Views: 165’037

§ Total Clicks: 1’070

§ CTR: 0.43%

§ VTR: 66.59%

Swiss Bike Hotels: Teads (2/2).

Hideaways.

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Landingpage MySwitzerland.com/hideaways.

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Unique Page Views

47’633


01:06

Integrationhttps://www.myswitzerland.com/hideaways

https://www.myswitzerland.com/hideaways


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Unique Page Views

8’042


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Integrationhttps://www.myswitzerland.com/de-ch/unterkuenfte/hotelgeschichten/winters-tale-music/

https://www.myswitzerland.com/de-ch/unterkuenfte/hotelgeschichten/winters-tale-music/

Listicle-Selection on MySwitzerland.

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Page Views 7’970

Unique Page Views

5’502


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Integrationhttps://www.myswitzerland.com/en-ch/accommodations/best-of-swiss-hotels/winter-hideaways/

https://www.myswitzerland.com/en-ch/accommodations/best-of-swiss-hotels/winter-hideaways/

Newsletter.

§ Send Out: January§ The Opening Rate (14.30%) is on

average§ Articles such as "Winter hideaways"

the keystory "Rustic bar on thepiste" and "from the city to the snow" were well clicked in CH and BELUX.

§ Key performance.§ SendOuts: 730’630§ Openings: 107’881§ Clicks: 17’547

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Digital Ads on Yahoo.

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Campaign: Native Ads.Duration: 15.01 to 31.03.2019Publication: UK, IT, FR, US, DE, CHTarget: Traffic

Key performance.Impressions: 6’409’151Link clicks: 38’842

Social Ads (1/2).

Campaign: Canvas Ad.Duration: 02.12. -18.12.2019Publication: CH (de, fr, it, en),

DE, UKTarget: Brand Awareness

Key performance.Reach: 626’303Impressions: 2’274’249Landing-Page: 4445Engagement: 164’924

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Social Ads (2/2).



Key performance.Ad Recall: 98’900Impressions: 4'356’538Landing-Page: 30Engagement: 205’704

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Ski-in Ski-out Hotels.

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Landingpage MySwitzerland.com/skiinskiout.

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Unique Page Views

21’350


01:19

Integrationhttps://www.MySwitzerland.com/skiinskiout

https://www.myswitzerland.com/skiinskiout


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Unique Page Views

7’173


01:46

Integrationhttps://www.myswitzerland.com/en-ch/accommodations/stories/a-matter-of-location/

https://www.myswitzerland.com/en-ch/accommodations/stories/a-matter-of-location/

Display Ads on Yahoo.

Campaign: Native Ads.Duration: 15.01 to 31.03.2019Publication: UK, IT, FR, US, DE,

CHTarget: Traffic

Key performance.Impressions: 7’081’940Link clicks: 40’582

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Social Ads (1/2).



Key performance.Reach: 763’008Impressions: 4’634’675Landing-Page: 6’441Engagement: 309’814

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Social Ads (2/2).



Key performance.Ad Recall: 127’200Impressions: 4’545’081Landing-Page: 46Engagement: 465’457

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Key Account Management.

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Partner overview for travel professionals.

§ Overview with all partners who are interested in collaboration with tour operators and travel agents.

§ Distribution at fairs, workshops, or 1-1 meetings with travel professionals.

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KAM booklet „Luxury Switzerland“.

§ Inspiration guide for travel professionals.

§ KAM booklet with commissionable offers in the luxury segment.

§ Selection of high-end hotels bookable via STC.


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KAM booklet „Families“.

§ Inspiration guide for travel professionals.

§ KAM booklet with commissionable offers in family destinations.

§ Selection of Swiss Family Hotels & Lodgings bookable via STC.


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Trade Fairs / Workshops.

§ Switzerland Travel Mart in Lucerne, 20th –22nd October 2019, 300 Contacts

§ ITB in Berlin, 6th – 10th March 2019, 160’000 Contacts

§ ILTM in Cannes, 2nd – 5th December 2019, 5’000 Contacts

§ Pre-ATM Workshop in Dubai, 26th – 28th

April 2019, 125 Contacts§ Grüezi Deutschland Tour in Stuttgart, Essen

and Hamburg, 1st – 3rd April 2019, 70 Contacts

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Hotelmarketing Tag.

§ 27th November 2019§ Hotel Park Hyatt Zurich§ Topic: “the art of being smart”§ Around 250 participants of the hotel

industry§ 11 Break-out Sessions§ Satisfaction-level 8,27 points (out of

10)

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Key Media Management.

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International Media Trips.

§ Organisation of international mediatrips with 61 journalists from themarkets 8.

§ The overnight stays will beorganised in accordance with thetheme of the trip and whereverpossible in partner hotels of theaccommodation cooperations.

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Influencer Summit 2019

§ 15th - 20th June 2019§ Host City: Davos Klosters§ 30 influencer of 22 markets§ 5 speakers§ 5 Mio. Followers

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Special promotions.

Sommer Hideaways & Ski-in Ski-out.Sommer Hideaways§ Booklet presenting special overnight

possibilities close to nature § Distributed in Switzerland, Germany

and Austria§ Circulation 167’000

Ski-in Ski-out Hotels§ Presenting special overnight due to

the great locations close to the ski slopes

§ Circulation 295'000 77

GCC: Family Getaways, Luxury & Lifestyle, Spa, Vitality & Health, Winter Inspirations.§ ST offers various distributions

platforms in the market GCC

§ Language: English and Arabic

§ Family Circulation: 10’000§ Luxury Circulation: 10’000§ Spa Circulation: 10’000§ Winter Circulation: 10’000

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USA/Canada: Switzerland YodelBrazil: Sales Manual.§ Printed Sales Manuals both in the

market Brazil and USA/Canada

Switzerland Yodel§ Circulation: 70’000

Brazil Sales Manual§ Circulation: 75’000

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Highlights market activities.

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Promotion: Collaboration Bever & AS Adventure.

§ Winter promotion with Bever (NL) & AS Adventure (BE), leading out retailers in Benelux.

§ Production of 20-page Switzerland Winter insert by Bever journalist/photographer based on a media trip in March 2018

§ Integration of accommodation content§ November 2018§ Circulation: 60’000§ Contacts: 150’000

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Promotion: My Swiss Story.

§ ST asked social media community to share their Swiss summer memories in pictures and text.

§ Winners with best pictures were invited to spend 4 days in Switzerland. Live stream online.

§ Experiences were presented in a pop-up gallery in Antwerpen and Utrecht. Two insta-walls were dedicated to hotel topics.

§ April/Mai 2019§ Contacts: 19’061 live-views, 1’238 qualified

contacts, 11’340 offline likes, 12’140 offline shares

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Promotion: Hiking Rally.

§ Rally through Switzerland with customers ofBever and AS Adventure.

§ 4 teams followed stages of the Iconic Hiking Trails (long-distance hiking trails).

§ The experiences on the rally are promotedthrough different teaser videos and aredistributed through partner networks.

§ Rallye in June/July 2019; Promotion in 2020§ Contacts: 1.1 Mio.

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Promotion: Interactive Videos.

§ Production of interactive videos and printedguide of 30 pages.

§ Different hotels are featured in sequencesof the interactive series.

§ Integration of Nature-experiences, activities, food & drinks and hotel recommendations in the guide.

§ Contacts: 601’774 Video views, 6.6 Mio. Impressions in social media channels

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Zwitserland.De ultieme zomer insidertips en hotspots.

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Media: Top Coverage.

§ VOGUE Living, Winter edition§ 26 pages about past and present of

Hotel Bellevue des Alpes and Jungfrau Region

§ Media trip in March 2019 § Media value: approx. CHF 315’000§ November 2019§ Contacts: 150’000

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Brazil.

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Trade: Switzerland Travel Experience Brasil 2019.Nature wants you back, hiking.

March 12 to 14, 2018

§ Distribution of Brazil Sales Manual during the event

§ Nature wants you back, hiking themed§ 2 x 24 hours immersion program§ Participation of 9 Swiss partners§ Attendance of 186 travel agents§ 3 ST trainings: summer, cities, winter§ 9 round of meetings per day

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Trade: ILTM Latin America.

May 14th to 17th, 2019.

§ Distribution of Sales Manual§ 390 buyers, 70% from Brazil, 30% from

Latin America§ ST photo point with 3 different subjects:

SWISS, Summer and Winter§ Sales manual and cities magazine

distributed§ More pictures on Flickr

https://www.flickr.com/gp/switzerland_tourism/898673

Media: Media Trip.@companhiatripBetween June, 17th – 23h

§ Program including: Zermatt and Jungfrau Region / 25 hours hotel

§ IG @companhiatrip followers: @99K§ ST Support: STP and tickets to

Matterhorn and Grindelwald/ Top of Europe.

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Media: Media Trip Casa Vogue.

Between June, 1st – 12th.

§ Casa Vogue Magazine (journalist –photographer) – 40K printed version + online channels

§ Program including: Vals, Andermatt, St Moritz and Zurich

§ ST Support: Flights, STP, Overnights and Program

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Media: Clipping.

May 26th

§ Forbes Online§ Kulm: birthplace of winter tourism§ Page Views: 5354§ https://forbes.com.br/fotos/2019/05/h

otel-kulm-o-berco-do-turismo-de-inverno/

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Promotion: Partnership to promote Summer Campaign.Partnership – ST SÃO x Studio VelocityBike Indoor Studio: São Paulo City (5 studios), Campinas (1 Studio), Rio de Janeiro (1 studio) and Maringá (1 studio)

Campaign between January 29th and February 28th30 days to promote Switzerland during the summerDraw a Trip (winner + 1) including SWISS flight tickets, STP, 02 overnights in Engelberg trail hotel including a bike tour and02 overnights in Zurich – 25hours hotel including a bike rental

One Switzerland Tourism Class per day during 30 days – witha small movie 9 min (during the spinning class) + SWISS movie

Velocity Promotion: E-mail Marketing, Instagram Feed, Instagram Stories, A4 – inside the studios and Instagram (PVC plaque) in each studio for photos

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Promotion: Partnership to promote Summer Campaign.§ 1º E-mail marketing § 29.01.19§ Mailing Velocity 77K

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Promotion: Partnership to promote Summer Campaign.Event to launch the campaign§ January 29th at 10h§ Venue – Studio Velocity Jardins§ SWISS + ST Movie (45 min)§ 25 guests: Digital Influencers and VIPS§ Healthy brunch (offered by Velocity)

Partners:§ SWISS§ Swiss Travel System§ Engelberg Tourism§ Trail Hotel § Zurich Tourism§ 25 hrs hotel§ ON-running (T-shirts + bags + draw shoes)

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Media: Clipping.

January, 30th§ Estadão - Online § 734K Page Views§ Theme: Velocity Event on January

29th§ Partnership with 25hours

Langstrasse Hotel

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Media: Destination Wedding Case: Constance Zahn.

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§ Business plan with main wedding influencer in Brazil: Constance Zahn

§ Cover page in St. Moritz§ 20+ pages editorial in the annual magazine

in Lausanne and St Moritz (printed version only) – 10K magazine copies

§ Digital marketing campaign: 1.2 MIO page views per month and 322K followers on IG

§ Cover girl: Mariana Rios, Brazilian celebrity. @7.8m followers

https://www.instagram.com/marianarios/followers/

Trade: ST/STS VIP event: Corcovado – Rio de Janeiro.§ ST event in collaboration with the Swiss

Embassy & General Consulate§ Outstanding positioning of Switzerland in

the whole country of Brazil with the lighting of the Christ statue (1 of the 7 wonders of the world)

§ 150 VIP’s from RJ and SP§ Swiss and Brazilian authorities§ Special speech from Nati Felli, Hotel

Guarda Golf, Crans-Montana

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Swiss Winter Festival Bejing.

§ The first Swiss Winter Festival was held in Beijing from 31 October to 3 November 2019.

§ 30 Swiss partner destinations, transportation companies and tourism service providers attended the Festival.

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Germany.

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Digital Marketing: Blogger Hike Challenge.

§ Activity with bloggers along theiconic hiking trails (long-distancehikes through Switzerland)

§ Campaign Website:§ Web visits: 116'247 § Ø duration time: 01:55 min

§ Traffic Campaign:§ Impressions: 1'788'870§ Clicks: 51'149§ Cost per click: 0,10 €

§ Newsletter to 117‘285 subscribers102

Digital Marketing: Winter Microsites.

§ Winter Microsite with key partnersand integration of hotelcooeprations

§ Key Performance:§ Impressionen: 8‘788‘840 § Clicks: 17‘386

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Media: Event Winter 2019/2020.

§ Integration of the hotel news into ourWinter Media Dinners 2019/2020

§ Dates: 16 October - 21 November§ Places: Munich, Stuttgart, Cologne,

Frankfurt, Berlin, Hamburg§ Total 114 journalists

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Media: information sheet.

§ Integration of the hotel cooperationsin the following media bulletins:§ January: Design fair blickfang§ February: For ladies only§ March: Counting sheep with the hotelier§ May: Free ride for cyclists§ June: Accommodation with heart and soul

and a long tradition§ November: Hotel openings in Switzerland

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Trade: ITB Berlin, March 2019.

§ The world's largest tourism trade fair with 160,000 visitors (113,500 of whom were trade visitors)

§ 486 m2, 32 Swiss partners, restaurant for technical discussions,

§ Animation area with information stand, Switzerball and a chocolatier from Cailler

§ Media breakfast at the stand with 39 journalists

§ Swiss event at the stand with 80 journalists, 20 TO's and VIP guests (total 250 guests)

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Trade: Grüezi Deutschland Tour 2019.

§ Key topic: Hiking§ 33 Swiss partners in 3 cities§ Workshops following from

Networking: 250 KAM, KMM andSCIB contacts participated

§ The tour was promoted on the ST SoMe channels as well as in theprint media and reached 150,000 contacts

§ Free participation of hotelcooperation partners 107

Trade: Newsletter.

§ Monthly Trade Newsletter withintegration of hotel cooperations andPEP-offers

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Summary – Germany.

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§ 15.449.118 Marketing Kontakte (ohne Blogger Hike Challenge)

§ 42.194.332 Marketing Kontakte Blogger Hike Challenge

§ 333 Media Results (Integrationen)§ 160.730.067 Media Contacts

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18 - 20 January 2019 in Cologne01 - 03 February 2019 in Hamburg15 - 17 March 2019 in Stuttgart01 - 03 November 2019 in Stuttgart

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Trade: Blickfang.

§ Curated international design fair§ About 1000 designers § around 80,000 top-class visitors§ Webshop at www.blickfang.com§ Cologne (18-20 January), Hamburg (1-3 February), Stuttgart (15-17 March),

Stuttgart (1-3 November)§ USPs: § Direct contact with the designers§ Selected design§ Unique pieces

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Trade: Schwiiz Lounge blickfang Germany.§ Switzerland Tourism used the central

lounge area at the trade fairs§ 5 or 9 designers have represented the

respective A-partner cities§ ST had an information stand, where the

hotel cooperations and especially thedesign hotels of Switzerland werepresented, D&L-hoteliers each on site!

§ Brochures and information were distributed§ The appearance was accompanied by

various communication measures in whichall partners were integrated

§ Design Talk with D&L Hotels§ Extremely affine and interested audience

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Trade: Integration Communication.

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blickfang Cologne.

68,000 visitors (International Furniture Fair Cologne). Approximately 30,000 visitors at the „blickfang“ part.

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„blickfang" Cologne.

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blickfang Hamburg.10.500 Visitors.

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Trade: Blickfang Pictures Hamburg.

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blickfang Stuttgart April 2019.

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21.600 Visitors.

Trade: Blickfang Pictures Stuttgart.

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Blickfang Stuttgart November 2019.17.300 Visitors.

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Digital Sommer: Blogger Hike Challenge 2019.

Integration Accommodation cooperation.

Digital Marketing: Campaign website.

122

§ Campaign website (as of15.10.2019)

§ Duration: 01.05.19 - ongoing§ web visits: 116'247 § Ø duration time: 01:55 min

Digital Marketing: ST Newsletter.

123

§ Newsletter: Juni 2019§ Versand am 27.06.19§ Abonnenten: 117‘285§ Opening rate: 24‘057 (20.51%)§ Klickrate: 6‘128§ Klick auf Call-To-Action: 639

Digital Marketing: Reporting Blogger.

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§ Marlenes Leben:§ Insta Story: 31,9 k Follower

Here the provided hotels were perfectlypictured with videos and photos:

Swiss Bike HotelsDesign & Lifestlye Hotels

Digital Marketing: Winter Microsites.

§ Period: October - November 2019§ Budget: EUR 28 000§ Regions: Lucerne-Lake Lucerne, Davos§ Segment: Snow Sports Enthusiast§ Content: § Each region receives its own microsite

on MyS.com with its own content§ Distribution:§ Display, Native, Social, Mobile Ads via

Agency Nine§ Accommodation cooperation: integrated

as text, picture & link combination 125

Trade: Newsletter September.

§ Date: 11 September 2019§ Recipients: 3‘214§ Hotel Topics: Sommer Hideaways,

PEP- Angebote: Hotel Kartause Ittingen, Waldhaus Flims, Grandhotel Giessbach

§ Opening Rate: 25.09§ Click Rate: 15.56

126

Trade: Newsletter November.

§ Date: 7 November 2019§ Recipients: 3‘325§ Hotel Topics: Typische Schweizer

Hotels, PEP-Angebote: Hotel Eden Spiez, Hotel frutt Lodge & Spa und frutt Family Lodge


127

Trade: Newsletter December.

§ Date: 12 December 2019§ Recipients: 3‘343§ Hotel Topics: Swisspeak Resort

Zinal, Walliserhof Saas-Fee, Swiss Family Hotels, PEP-Angebote: Bellevue Wiesen, Grandhotel Villa Castagnola, Hotel Matthiol Zermatt


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Promotion: Alpes Magazine.

§ Period: May

§ What: Under the topic the best hiking routes in Switzerland there was a double page with a platform for 4 hotels per region

§ Circulation: 60’000§ Contacts: 768’000

130

Promotion: Fooding Magazine.

Magazine

§ Period: January - December

§ What: 32 pages with portrait ofhotels and restaurants in variouscities of Switzerland


131

Promotion: Magazine.Magazine

§ What: 24 pages with portraits ofhotels in various cities


132

Digital Marketing: lemonde.fr.

Digital

§ Period: April - June

§ What: Summer promotion in the following themes outdoor, lifestyle, culture, insolite

§ Total visits: 128’456

133

Media: Alpes Magazine.

§ Headline: Valais/Oberland nuits magiques

§ Integration: Swiss Historic Hotels, Design & Lifestyle Hotels, Inspiring Meeting Hotels


134

Media: Beaux Arts Magazine.

§ Headline: Bâle, capitale culturelle de la Suisse

§ Integration: Swiss Historic Hotels, Design & Lifestyle Hotels, Inspiring Meeting Hotels


135

Promotion & Digital: Swiss Summer Lounge.

Promotion§ Period: May - Jun § What: 10 days presence with

temporary «pop-up» store in Brera, Milano with VR-ExperienceDistribution of about 2’100 brochures

§ Contacts: 10’000 (VR visualisations: 1’100)

137

Promotion & Digital: Swiss Summer Lounge.

Digital§ Period: May - Sep

What: digital campaigns to promote summer content and

§ Contacts of the whole campaign: 75 mio

138

Promotion: 3rd edition of the Swiss Winter Lounge in Milano.

§ Period: 04.11 – 20.12.2019 § What: Winter set up @TerrazzaPalestro in Milano with Swiss chalets and

winter decoration § Organization of several private and public events such as happy hour and

fondue evenings for guests § Launch evening with about 250 journalists and selected end-consumers § About 10’000 brochures distributed throughout the 2 months of presence § Estimated total number of visitors: 11’000

139

Promotion: Mercatini di Natale campaign.

§ Period: 28.10 - 15.12.2019 § What: Promotion of the special Eurocity train

fare “Promo mercatini” from Milan to the Swiss cities§ Radio campaign radio Monte Carlo 6 spots 30” daily§ Homepage take-over of the Trenitalia website§ Social media and banner advertising on diverse

platforms such as § Contacts: ca. 26 mio

140

Promotion: Distribution Magazine Design & Lifestyle Hotels. § Period: Aug § What: distribution of the brochure Design &

Lifestyle Hotels in the female weekly § magazine “F” § Area: Newsstands Lombardia, Piemonte,

Liguria, Veneto, Emilia Romagna § Segments: City Breaker, Culture Traveller,

Attractions Tourer, Luxury Traveller § Contacts: 120’000

Distributed copies: 30’000 141

Digital Marketing: Swiss cities campaign.

§ Period: Mar - DecAdvertorials & banner advertising to promote Swiss cities, Eurocity and Hotels § CondéNast network: total look banner§ Google & Facebook AdWords§ Citynews: IG adv page stories

§ Monitors on Frecciarossa trains § Contacts: ca. 45 Mio

142

Media: Magazine Case & Stili.

§ Headline: Itinerario arte e architettura a Basilea: imusei, edifici d’archistar, il Reno, indirizzi con Hotel Teufelhof e H Nomad

§ Integration: Design & Lifestyle Hotels


143

Media: Magazine DHD.

§ Headline: Zurigo: 25hours Hotel Langstrasse

§ Pages: 7



144

Media: Magazine Gentleman.

§ Headline: Le più belle destinaizonidell’arco alpino per le vacanzeinvernali: Andermatt-Sedrun, The Chedi, St. Moritz, Cresta Run, Kulm Hotel

§ Integration: Hotel Cooperations


145

Media: iO Donna.

§ Headline: Montanare chic: WhitepodEco-Luxury Hotel



146

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Media: Magazine Condé Nast Traveler.

§ The travel magazine Condé Nast Traveler produced a 16 pages booklet dedicated to the GToS and specially the sections along the Fribourg Region and Lake Geneva Region

§ Integration: Hotel Cooperations

§ Circulation: 30’000§ Contacts: 75’000 149

Media: Magazine El Mundo.

§ Headline: Diez planes de nieve para sibaritas

§ Integration: Spa & Vitality and Design & Lifestyle

§ Circulation: 116'657§ Contacts: 1'370'000

150

Media: Online Viajes National Geographic ONLINE.

§ Headline: Los mejores destinos de esquí de 2020

§ Integration: Design & Lifestyle Hotels, Swiss Bike Hotels and Swiss Family Hotels & Lodgings


151

Promotion: Coop: Spezialwochen Sommer / Herbst / Winter.

§ Insert with accommodation offers ofthe ST cooperation partners. G, F and I version. As well availableonline on coopzeitung.ch.

§ February / August / September 2019§ Circulation: 2.6 Mio§ Contacts: 3.4 Mio

153

EXKLUSIVE WINTERANGEBOTE

Schneewochen

SPEZIALPREIS

VON FR. 229.–*/FR. 269.–*

Preis pro Zimmer/Nacht

im Doppelzimmer:

Fr. 229.- (Nächte Sonntag bis Donnerstag),

Fr. 269.- (Nächte Freitag und Samstag)

Alle Hotelangebote enthalten:

2 Übernachtungen inklusive Frühstücksbuffet

1 × Abendessen (exklusive Getränke)

Individuelle Zusatzleistung, exkl. Kurtaxe

(* Einzelzimmer auf Anfrage)

Gratis-Telefon: 0800 100 200

www.coopzeitung.ch/

schneewochen

Coopzeitung Nr. 2 vom 8. Januar 2019

SONDERHEFT WINTER Coopzeitung

Promotion: Coop Pronto.

§ Integration of vouchers of the ST cooperation partners to the “matching” article. G, F and I version.

§ All year long§ Circulation: 270‘000§ Contacts: 450‘000

154

Promotion: Via Magazine.

§ Via is the biggest travel magazine in Switzerland. G and F version. Changing subjects supported with accommodation recommendations.

§ 10 times a year§ Circulation: 150‘000§ Contacts: 450‘000

155

Top Ten

Kultur & WellnessTagsüber auf Erkundungstour durch die architektonischen Besonderheiten der Schweizer Städte und sich abends im Spa erholen. In diesen Unterkünf-ten lassen sich Kultur und Wellness besonders gut vereinen.

Basel: Gaia Hotel **** Umgeben von kulturellen Highlights bietet das Gaia Hotel in Basel spezielle Wohlfühlangebote mit umfassenden Massageangeboten wie Shiatsu, Hot Stone und vielem mehr. Zudem werden ausschliesslich regionale Bio- speisen serviert. gaiahotel.ch

Lausanne: Royal Savoy Hotel & Spa ***** Das Royal Savoy Hotel & Spa in Lausanne ist eines der prachtvollsten Jugendstil-Hotels der Schweiz. Im Luxusspa lässt sich der Tag mit zahlreichen kulturellen Eindrücken besonders gut ausklingen. royalsavoy.ch

Mehr Hotels finden Sie auf MySwitzerland.com/spa

Entspannung mit StilEntdecken Sie zehn Schweizer Wellnessoasen, die Wohlbefinden

mit atemberaubender Architektur verbinden.

1 Bern BEBernaqua im WestsideIn einem Bau von Stararchitekt Daniel Libeskind warten rund 2000 Quadratmeter Wasserflä-che, 3 Riesenrutschen und 18 Becken auf alle Wasserratten.Ab Bern mit der S-Bahn Richtung Bern Brünnen Westside.MySwitzerland.com/bernaqua

2 Obbürgen NWWaldhotel Health und Medical ExcellenceIm von Stararchitekt Matteo Thun entworfenen Waldhotel trifft aussergewöhnliche Architektur auf modernste Wellnessinfrastruktur.Ab Bahnhof Stansstad mit dem Bus Richtung Bürgenstock Resort.MySwitzerland.com/ waldhotel-bürgenstock

3 Rigi Kaltbad SZMineralbad & Spa Rigi KaltbadGebaut von Stararchitekt Mario Botta, zeichnet dieses Bad eine sakrale Aura aus, die Körper und Seele guttut.Ab Weggis mit der Luftseilbahn nach Rigi Kaltbad.MySwitzerland.com/mineralbad-rigi

8 Zürich ZHThe Dolder Grand SpaDie Entwürfe der renommierten Londoner Architekten Foster + Partners haben das Dolder zu einem Luxushotel der Superlati-ve gemacht.Ab Zürich Hauptbahnhof mit dem Tram 3 Richtung Zürich Klusplatz. Bei der Station Römerhof umsteigen auf die Dolderbahn bis zum Dolder.MySwitzerland.com/dolder

9 Arosa GRTschuggen Grand HotelEin weiteres Juwel des Architekten Mario Botta ist die Bergoase im Tschuggen Grand Hotel. In Arosa hat er ein Paradies für alle Sinne geschaffen.Ab Bahnhof Arosa mit dem Bus Richtung Arosa, Brüggli/Skischule.MySwitzerland.com/tschuggen

10 Meisterschwanden AGSeerose Resort & SpaIm Erweiterungsbau Cocon aus dem Jahr 2013 befindet sich das erste authentische Thai-Spa der Schweiz.Von den Bahnhöfen Wohlen und Lenzburg mit dem Bus bis nach Meisterschwanden Oberdorf.MySwitzerland.com/seerose

4 Genf GELa Réserve Genève Hotel & SpaHier hat der Pariser Interior Designer Jacques Garcia ein Wohlfühlambiente geschaffen.Ab Genf mit dem Zug Richtung Lausanne bis Haltestelle Les Tuileries.MySwitzelrand.com/ lareserve-geneve

5 Bad Ragaz SGTamina ThermeDie Architektur dieses Spas, entworfen von Smolenicky & Partner, wurde von den grossen Grandhotels der Welt inspiriert.Ab Bad Ragaz Bahnhof mit dem Bus Richtung Tamina Therme. MySwitzerland.com/tamina

6 Locarno TITermali Salini SpaDie Täler des Tessins waren eine Quelle der Inspiration für den Entwurf der lokalen Architekten von MORO e MORO.Das Lido befindet sich direkt am See.MySwitzerland.com/salini

7 Vals GR7132 ThermePeter Zumthor hat mit der Therme ein architektonisches Meisterwerk geschaffen.Ab Ilanz Bahnhof mit dem Bus bis Haltestelle Vals, Therme.MySwitzerland.com/7132therme

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Top 10

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Les valises en toute simplicité.Voyagez avec les TP et faites livrer jusqu’à quatre bagages de chez vous à votre hôtel pour seulement 44 francs. Service gratuit sur réservation jusqu’au 31.12.2019. cff.ch/special-bagages

Havres de paix en villeLes vacances en Suisse sont toujours riches en événements. Il est donc ap-préciable de disposer d’un petit havre de paix pour recharger ses batteries.

Zurich: Hôtel Florhof*** L’hôtel Florhof, à proximité de la vieille ville, propose des chambres joliment meublées. Son excellent restaurant propose aux gourmets et amateurs de vin de déguster une cuisine basée sur les produits frais du marché. hotelflorhof.ch

Coire: Romantik Hotel Stern**** Du haut de ses 330 ans d’histoire, le Romantik Hotel Stern accorde beaucoup de valeur à la tradition. Dans la superbe «Bündner Stube», les hôtes peuvent déguster plats et vins régionaux. stern-chur.ch

Découvrez plus d’hôtels sur MySwitzerland.com/hideaways

Un hiver dynamique Qui a dit que les joies de la neige étaient réservées aux amateurs de ski?

Petit tour d’horizon des activités hors-pistes.

1 Raquettes sur le Brambrüesch

De la montagne locale de Coire à Feldis en passant par le Dreibündenstein. Vue impre-nable sur l’impressionnant haut lieu tectonique Sardona inscrit au patrimoine mondial de l’UNESCO.Prendre le train en direction de Coire. Téléphérique sur le Brambrüesch.MySwitzerland.com/brambruesch

2 Luge à Pian NaraPian Nara, au-dessus de Leontica, offre une piste de luge avec vue jusqu’au massif du Saint-Gothard et jusqu’au Rheinwaldhorn (Adula).Prendre le train en direction de Cadenazzo. Prendre le bus en direction d’Alpe di Neggia. MySwitzerland.com/piannara

3 Sauna am RhyLe sauna des bains Rheinbad Breite à Bâle est ouvert aux amateurs en hiver. En plein air, il bénéficie d’une vue à couper le souffle sur le Rhin. Prendre le train en direction de Bâle. Prendre le bus jusqu’à Breite.MySwitzerland.com/saunaamrhy

8 Fondue sur trois roues Découvrir la ville de Berne dans un pousse-pousse tout en dégustant une fondue: tel est le concept du «fondükscha».Prendre le train en direction de Berne. MySwitzerland.com/fonduekscha

9 Ski de fond à La Chaux-de-Fonds

La piste de ski de fond Le Pouillerel à La Chaux-de-Fonds offre une vue sur le Doubs, le Jura français et le versant sud des Alpes.Prendre le train en direction de La Chaux-de-Fonds. Prendre le bus en direction de Chasseral. MySwitzerland.com/loipelepouillerel

10 Chemin des lanternes sur le Säntis

De novembre à mars, le chemin des lanternes dans le Schwäg-alp invite les visiteurs à une promenade romantique à la nuit tombée, à travers la forêt enneigée du parc naturel.Prendre le train en direction d’Urnäsch ou Nesslau. Prendre le car postal jusqu’à Schwägalp.MySwitzerland.com/saentis

4 Excursion hivernale au Zugerberg

Détente assurée dans les paysages enneigés des quatre chemins de randonnée hivernale balisés. Depuis la gare, prendre le bus jusqu’à Schönegg, puis le funiculaire jusqu’au ZugerbergMySwitzerland.com/zugerberg

5 Luge dans la vallée de la Töss La piste de luge du Hörnli s’étend sur 4,5 kilomètres. Elle offre un panorama à 360° à 1100 mètres d’altitude.Prendre le train en direction de Steg. Marcher sur le Hörnli. MySwitzerland.com/hoernli

6 Ice Magic à InterlakenPatinoires, chemins de glace sinueux, jeux de lumière et musique font de Top of Europe Ice Magic un lieu inoubliable.Prendre le train en direction d’Interlaken.MySwitzerland.com/icemagic

7 Ski à EngelbergEngelberg est connu pour son domaine de ski et de freeride, mais aussi pour le Titlis Rotair, premier téléphérique tournant.Prendre le train en direction de Lucerne et continuer vers Engelberg.MySwitzerland.com/engelberg

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Retrouvez de nombreuses autres idées d’excursions sur

MySwitzerland.com/via

Promotion: SBB Freizeitkampagne.

§ Leisure advices in Switzerland from SBB. All about experiences in Switzerland.

§ G, F and I version. § Distribution: All train stations in

Switzerland.§ November 2019§ Circulation: 185’000§ Contacts: 462’500

156

Promotion: Wandermagazin Schweiz.

§ Advertorial “Top 5 Ideas” with accommodation recommendations.

§ Several issues§ All year long§ Circulation: 17’000§ Contacts: 71’400

157

Flims Laax Falera

Engadin St. Moritz

Bern

Basel

Genf

Luzern

Interlaken

Lausanne

ZürichSt.Gallen-Bodensee

Lugano

Davos Klosters

Montreux Riviera

1

2

4

3

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Mehr Informationen finden Sie unter MySwitzerland.com/wandern oder 0800 100 200 (kostenlos).

Sehnsucht nach Weite?

Panoramawanderungen haben zwei unschlag-bare Vorteile: Sie lotsen Wanderer ganz nahe am Himmel durch unberührte Landschaften und verwöhnen sie mit grandiosen Weitsichten auf die umliegenden Berge, Seen und Täler.

St-Luc – Zinal, Wallis Das wildromantische Val d’Anniviers geizt nicht mit Reizen. Von der Bergstation Tignousa oberhalb von St-Luc führt ein aussichtsreicher Höhenweg vorbei am historischen Hotel Weisshorn nach Zinal. Hier raubt einem nur etwas den Atem: die raue Schönheit der majestätischen Bergkulisse.

Gantrisch – Stockhorn, Bern Während man vom Gurnigel im Gantrischgebiet zum Stockhorn wandert, schweift der Blick über die Gipfel der Berner Alpen bis tief ins liebliche Simmental. Das Panorama auf der Stockhorn-Aussichtsplattform entschädigt für den steilen Aufstieg am Schluss der vierstündigen Wanderung.

Via Panoramica Val Bregaglia, Graubünden Dieser landschaft-lich spektakuläre Höhenweg führt vom Malojapass in knapp sechs Stunden ins malerische Dorf Soglio. Auf der gegenüberliegenden Talseite ragen die massiven Granitzacken der Sciora-Gruppe und des Piz Badile in den Himmel. Welch betörendes Panorama!

Übernachten mit Schweizer FlairFüsse hochlegen und einfach nur entspannen. Nach einer langen Wanderung bieten die Typi-schen Schweizer Hotels die ideale Atmosphäre, um sich zu erholen. Sie sind geprägt durch ihre Gastgeber, bieten heimische Spezialitäten und ein authentisches Ferienerlebnis. Weitere Inspi-rationen unter:

MySwitzerland.com/typisch

Alpenpässe-Weg, Val d’Anniviers, Wallis

Jura-Höhenweg, Jura Auf dem 1284 Meter hohen Weissenstein scheint einem die Welt zu Füssen zu liegen. An klaren Tagen leuchten die Gipfel der schier endlosen Alpenkette von Säntis bis Mont Blanc. Dieser grandiose Ausblick begleitet einen auf dem Jura-Höhenweg – einem der ältesten Fernwanderwege der Schweiz.

Monte Lema – Monte Tamaro, Tessin Die fünfstündige Strecke dem Kamm entlang zwischen Monte Lema und Monte Tamaro gilt als Klassiker unter den Höhenwanderungen. Sie besticht mit kontrastrei-chen Ausblicken auf die Tessiner Seen, die Kastanien- und Buchen-wälder sowie die weissen Spitzen der Walliser Alpen.

Wöchentlicher WandertippHier erhalten Sie 16 Wochen lang jeden Mittwoch einen der schönsten Wandertipps von Schweiz Tourismus in Ihre Mailbox. Routendetails, Highlights, Beiz- und Über-nachtungstipp inklusive. Jetzt kostenlos anmelden auf:

MySwitzerland.com/wandernews

WANDER- NEWSLETTER

105_18e_08_publi_wandermagazin_mai_RZ03.indd 1 26.03.19 14:45

Mehr Informationen finden Sie unter MySwitzerland.com/sommer oder 0800 100 200 (kostenlos).

Hausberge für Familien.

Üetliberg, Zürich Gemütlich geht es mit der Üetlibergbahn auf den 871 Meter hohen Zürcher Hausberg, wo der Planetenweg darauf wartet, entdeckt zu werden. Die zweistündige Höhenwanderung zur Felsenegg führt anschaulich durch unser Sonnensystem. MySwitzerland.com/ueetliberg

Chäserrugg, St. Gallen Auf dem Chäserrugg erstreckt sich vor Ihnen der Rosenboden, eine weit ausladende Hochebene. Die Wanderungen sind einfach und bieten ein unglaubliches Panorama mit Sicht über den Alpenbogen, auf den Walensee hinunter und über 500 Gipfel in sechs Ländern.MySwitzerland.com/chaeserrugg

Rigi, Luzern Schon die Anreise mit dem Schiff und der Bahn bis zum Dorfplatz Rigi-Kaltbad ist ein Erlebnis für die ganze Familie. Das Highlight der Wanderung ist die Aussichtsplattform «Chänzeli» mit einer einzigartigen Fernsicht über Seen und Berge. MySwitzerland.com/rigi

Rochers de Naye, Waadt Die Zahnradbahn rattert von Montreux hinauf auf 2000 m ü. M. Oben angekommen können Sie gemütliche Wanderungen unternehmen, Murmeltiere aus drei Kontinenten beobach-ten und den Alpengarten «La Rambertia» bestaunen. MySwitzerland.com/rochers-de-naye

Schweizer Hausberge erreichen Sie schnell und ohne grosse Anstrengung. Oben angekom-men geniessen Sie ein wunderschönes Panorama, wandern auf einfachen sowie kinderwagen-tauglichen Strecken und beobachten vielleicht sogar ein Murmeltier aus der Nähe.

Cardada, Tessin Die Standseilbahn bringt Sie von Locarno nach Orselina. Mit der Luftseilbahn geht es weiter nach Cardada. Hier oben warten neben einer gemütlichen Wanderung und einem Reflex-zonenpfad auch verschiedene Restaurants, die Ihre kulinarischen Wünsche nach Tessiner Spezialitäten erfüllen. MySwitzerland.com/cardada-cimetta

Die perfekte Wanderung nur einen Klick entferntDie Gratis-Plattform von SchweizMobil (Web und App) ist der ideale Begleiter für Wanderungen. Hier finden Sie über 400 Routen mit Karte, ausführlicher Beschreibung und Informationen zur Anreise.Wanderland.ch

Swiss Family Hotels & LodgingsDie Schweiz als Erlebnispark: Ob Chalet, Jugendherberge oder Fünfsternehotel – alle gehen unkompliziert auf die Bedürfnisse von Familien ein. Hier dürfen Kinder noch Kinder sein und Eltern finden auch einmal Zeit für sich.

MySwitzerland.com/familyhotels

ArosaFlims Laax Falera

Engadin St. Moritz

Davos Klosters

Bern

Basel

Genf

Luzern

Lugano

InterlakenLausanne

Gstaad

Montreux Riviera

Zürich St.Gallen-Bodensee

Cardada Cimetta, Locarno, Tessin

Promotion: Hello Switzerland Magazine.

§ Hello Switzerland is Switzerland’s well-known platform for topics on relocation and settling into Switzerland.

§ Advertorial about activities in Switzerland with accommodation recommendations, Banner ad’s.

§ May 2019§ Circulation: 23’000§ Contacts: 57’500

158

Promotion: Bergewelten.§ Several print advertorials in the

DACH-Region with accommodationtips

§ All year long§ Circulation: 167‘000§ Contacts: 4.5 Mio

§ Several online advertorials in DACH-Region with accommodation tips

§ All year long§ Page Impressions: 7.1 Mio

159

Promotion: SI Style.

§ Distribution of Design & Lifestyle Hotels brochure through SI Style (fashion & lifestyle magazine).

§ August 2019§ Circulation: 6‘000§ Contacts: 15‘000

160

Promotion: Coop Schwerpunktausgaben.

§ Accommodation offers of the ST cooperation partners. G, F and I version. As well available online on coopzeitung.ch.

§ All year long§ Circulation: 2.7 Mio§ Contacts: 3.6 Mio

161

Digital Marketing: Bilan.ch luxe.

§ Accommodation articles on Bilan.ch/luxe – luxury platform. Different themes such Inspiring Meeting Hotels, Swiss Deluxe Hotels & Spa & Vitality

§ Publication: year round§ Between 3’400 and 5’000 page

views§ Average spent time: 4min 30 sec.

162

Digital Marketing: femina.ch.

§ Femina.ch is the leading women magazine in the western part of Switzerland. Several online advertorials about spa and lifestyle topics as well as openings.

§ March / November 2019§ Contacts:152’000

163

07.10.19, 17(32Femina | Thé ou champagne? Et pourquoi pas les deux!

Page 1 of 7https://www.femina.ch/temps-libre/voyage/the-ou-champagne-et…ft-preview=J9dz0c8LMB&token=Emtt3MZE352BTAzzTWSb4DEIGKN1KhHP

EN SUISSE

Thé ou champagne? Etpourquoi pas les deux!

Quand les températures se rafraîchissent, rien de tel qu’un bonthé, pourquoi pas accompagné de quelques douceurs. Découvrez

nos cinq coups de coeur pour un «afternoon tea» parfait.

En collaboration avec Suisse TourismeEn collaboration avec Suisse TourismeIl y a 599416 heuresI l y a 599416 heures

Le thé est devenu un vrai rituel au Royaume-Uni. Image: DR

Les Britanniques en ont fait un rituel. La tradition veut qu’en fin d’après-midi, on serve un thé,accompagné de petits sandwichs et de scones garnis de crème et de confiture. Né dans les années1840, le «tea time» a ensuite évolué. Aujourd’hui, à la place du thé, il n’est pas rare d’opter pourdu prosecco ou du champagne.

Digital Marketing: Display Ad‘s through Teads.

164

§ Display-Ads throug Teadsplatforms for Inspiring Meeting Hotels and Design & Lifestyle Hotels.

§ Mai / September 2019§ Contacts: 130‘000 each time

Digital Marketing: Newly Swissed.

§ Article about 11 stunning spafacilities in Switzerland withintegration in Newsletter.

§ March 2019§ Page visits: 2‘445§ Shares: 534

165

Digital Marketing: Landesmuseum.

§ Banner ad in the Newsletter of theNational Museum of Switzerland

§ December 2019§ Recipients: 5‘200 (G: 4‘185 /

F:1‘033)

166

Media: 24 heures.

§ Article in the Saturday newspaper„24 heures“ about hotels close to thesky.

§ February 2019§ Circulation: 55‘346§ Contacts: 176‘000

167

Media: Blick.

§ Online advertorial on Blick online about the nicest castle hotels in Switzerland.

§ February 2019§ Circulations: 4‘585‘929§ Contacts: 1‘146‘482

168

Datum: 01.02.2019

Online-Ausgabe

Blick 8008 Zürich044/ 259 60 70https://www.blick.ch/

Medienart: Internet

Themen-Nr.: 274.010Auftrag: 1095184 Referenz: 72398156

Medientyp: Tages- und WochenpresseUUpM: 2'613'000Page Visits: 66'441'570

Web Ansicht

Schlafen wie eine Prinzessin

Die schönsten Schlosshotels der Schweizvor 4 Minuten 01.02.2019 vor 4 Minuten 01.02.2019

Nächtigen wie ein König, speisen wie eine Königin: Das ist hierzulande trotz fehlender Monarchie immer nochmöglich. Die Schweiz hat eine weltweit einzigartige Schloss- und Burgendichte. Manche von ihnen sind exklusiveGaststätten.

1/7

Schweiz Tourismus

Das märchenhafte Schloss Wartegg am Bodensee.

ARGUS DATA INSIGHTS® Schweiz AG | Rüdigerstrasse 15, Postfach, 8027 ZürichT +41 44 388 82 00 | E [email protected] | www.argusdatainsights.ch

Ausschnitt Seite: 1/7

Media: Tagesanzeiger.

§ Online article in the daily newspaperTagesanzeiger about the listicle„before I was a hotel“.

§ August 2019§ Circulation: 143‘300§ Contacts: 547‘100

169

13.08.2019

Artikel zum Thema

Drei Feriendomizile mit

verzückendem Interieur

Sweet Home Stilvoll, individuell – undgünstig: Diese Hotels und Wohnungen legenwir Ihnen ans Herz. Zum BlogMarianne Kohler. 09.08.2019

Im Hotel mit dem Hund

Nicht ohne meinen Vierbeiner – diese Devisegilt für viele Hundebesitzer auch auf Reisen.Was hiesige Hotels für sie tun. Travelcontent, Sabrina Glanzmann.

Die besten Hotels der Schweiz

Das grosse Rating 2019: Alle Aufsteiger,Absteiger und Neueinsteiger. Mehr...ABO+ Karl Wild. 26.05.2019

Die Redaktion auf Twitter

Stets informiert und aktuell. Folgen Sie uns aufdem Kurznachrichtendienst.

Es war einmal ein ReduitIn vielen Schweizer Hotels lässt es sich nicht nur angenehm nächtigen, man schnuppert auch einbisschen Geschichte.

Benutzerdefinierte Suche

Bären, Gonten AI

Was ist das Wirtshaus Bären nicht schon alles gewesen. 1751 erstmals urkundlicherwähnt, stammt das Gebäude wahrscheinlich aus der Mitte des 15. Jahrhundertsund ist das älteste Privatgebäude in Gonten. Es war schon Standort einer Bäckereiund Konditorei, Mehlhandel und Spezereigeschäft. Auch Schuhwaren, Glas- undGeschirrwaren, Schreibmaterialien, Medikamente, Blumen und Trauerartikelwurden im Bären verkauft. Die Agentur einer Feuerversicherung war im Bärenebenso untergebracht wie auch eine Tankstelle. Ein Wirtshaus ist der Bären schonlange, wurde aber immer wieder renoviert, so letztmals 2018. Nun schläft man inZimmern im modernen Appenzeller Chic.www.baeren-gonten.ch

Hotel Spitzhorn, Saanen BE

Trade: Swissmoto.

§ Partnerbooth with Grand Tour ofSwitzerland at the Biker-fair Swissmoto. Possibility to join thefair. Integration of accommodation-partner in the biggest interactivemap of Switzerland.

§ February 2019§ Visitors: 70‘289§ Media reach: 1.3 Mio

170

International

eMarketing: CultureTrip.com.

173

§ Global startup that inspires people through their online advertorials to explore the world’s culture and creativity. City Partners integrated: Bern, Montreux, Lucerne

§ Integration of Hotel Tips per City Partner including a photo and URL

§ Social media promotion on Facebook & Twitter

§ Strong engagement with Swiss content: § 6.5 minute average dwell time§ 23% link clicks§ FB Reach: 342,423 to 382’832

Promotion: London Art Fair – Audience. § Art fair with representatives from

museums, galleries and corporate collectors. Well-informed individuals who buy regularly from the fair (international scale)

§ Booth at fair with hotel brochures & keystories

§ January 2019§ Visitors: 23’480 (3’600 VIP visitors)

Engaged Audience, 58% female, 42% male

§ Average age: 48§ Profile: 93% ABC1

174

Promotion: The Telegraph Ski & Snowboard Show - Networking Event.§ Build up on successful networking

event at The Telegraph Ski & Snowboard Show.

§ Networking Apero took place on Thursday, 24th October 2019 in a private area at the lodge at around 3pm

§ Hotel brochures displayed at the event.§ Location: Battersea Park, Battersea

Evolution§ Invitation of main Tour Operator

industry contacts & journalists.175

Digital Marketing: WOW Campaign.

§ Duration: December 18th 2018 – February 19th

§ Segmentation: Culture Traveler and Attraction Tourer (cities), Attraction Tourer and Nature Lover (summer)

§ Partner: SBA§ Partners:

§ LGMR, Ticino, Zurich, Basel, BE!§ STS/RailEurope, Glacier Express§ ST Cities & Hotels, SWISS

§ Results:§ Impressions: 20.4 Million§ Participants: 46’500§ Clicks: 112’649 / Time spent on page: 2.45 min.

Trade: Travel & Adventure Show.

Partnership with Travel & Adventure Show in North America

§ Switzerland Tourism booth with presence for ST Hotels, BE, STS / RE, SWISS, Gruyere

§ Several media, radio and TV presence§ Trade lunch / presence§ Digital & Social presence

Dates and location:§ Los Angeles: 16.-17. Feb 2019§ San Francisco: 23.-24. March 2019§ Washington DC: 16.-17. March 2019§ Dallas: 30.-31. March 2019§ Contacts: 105 Mio.

Digital Marketing: Global campaign with Trip Advisor for Attraction Tourer and GToS.• General: Global promotion with Trip

Advisor with several markets involved (US, UK, DE)

• Segments: § Grand Tour of Switzerland

• Total Impressions: 11,943,304• Guaranteed Contracted: 7,442,842• Additional Impressions: 4,5 Million• CTR on digital banner: 0.39%• CTR on social postings: 1.5%• Total visitors: 106’707• Total interaction with ST content: 33’277

Trade: AFAR print ad on January issue.

§ Release: January 2019§ Segmentation: Culture Traveler and

Attraction Tourer (cities), § Partner: AFAR§ Impression: 1 Mio.

§ Partners:

§ ST Cities & Hotels

Promotion: Winter activation with Warren Miller.

§ General: Promotion with Warren Miller to push winter season in North America

§ Segments: Snow Lover, § Elements:§ Participation at Warren Miller shows (10

cities)§ Warren Miller booklet§ Social, digital and print promotion§ Main sweepstakes price for the tour1.3 millions impressions70’000 magazine5000 competition entries

Promotion: Campaign with SAKS 5th Ave.

§ Duration: March 2019 – May 2019§ Focus on Summer & Cities campaign§ Participating partners: BE!, Lucerne, SWISS,

STS/RailEurope, Swiss Cities, Hotelcooperation, Gruyere, BürgenstockResorts

§ Activities:§ 6 windows on 5th Av. and 49th street§ 3 days in-store activation with ST booth in NYC

and Toronto§ Launch event in NYC with trade & media contacts§ Digital & Social presence§ Exclusive sweepstakes with premium trip to

Switzerland182

Promotion: Campaign with SAKS 5th Ave Impressions.§ 6 New York Flagship Windows: 36

Mio.§ New York Activation: 760’000§ Toronto Activation: 643’000§ Email Banners: 1.25 Mio.§ Premium Run of Site Ad Banners: 1

Mio.§ Five Social Media Posts: 1.3 Mio.§ Social Media Campaign: 1.3 Mio.§ Sweepstake Participants: 22’400§ Total Impressions: 43 Mio. 183

Trade: Yodel USA.

§ B2B sales manual § Print: 50’000 copies distributed via

Luxury Travel Advisor, Canadian Travel Press and Travel Agent Magazine in US and Canada in February (peak booking season)

§ Circulation: 50’000§ Period: 03.01. – 28.02.2019§ Contacts: 200’000

184

Trade: Yodel Canada.

§ B2B sales manual § Print: 15’000 copies distributed via

Canadian Travelweek, two versions in English and French (peak booking season) together with interview Friday 5 on Switzerland

§ Circulation: 15’000§ Period: 06.05. – 30.05.2019§ Contacts: 37’500

185

Trade: ATTA, Elevat.

§ Participation in ATTA elevate conference with partner Interlaken Region to promote “Nature wants you back”, meeting with North American tour operators and media specialized in outdoor travels

§ Date: 10.06. – 13.06.2019§ Contacts: 230 participants

186

Trade: Sales Calls.

§ Sales Calls Vancouver, Montreal and Toronto

§ Visits of 15 tour operators as well as virtuoso and signature travel agencies for product and sales presentations, including trade event

§ Date: 10. – 14.09.2019§ 27 Journalists / 37 Trade contacts

187

Media: BoS Events 2019.

§ Location: Calgary§ Dates: 10.04.2019§ Contacts:: 40 journalists.

§ Location: Vancouver§ Dates: 12.04.2019§ Contacts: 40 journalists.

188

Sent to 10,345 subscribers, 2,020 Unique opens, 21.88% of all recipients opened

• Fresh off the press – New Sales Manual.

• Switzerland - a paradise for winter strolls.

• Accommodation Recommedations

• Date: 19.02.2019

Trade: Trade Newsletter Feb.

189


• Switzerland - a hiker's paradise.• Ride our trains, boats and e-bikes.• Swiss urban feeling. Boutique Towns.• Accommodation Recommedations

• Date: 17.04.2019

Trade: Trade Newsletter April.

190


• Switzerland's biggest Wine Festival is back.

• Swiss cuisine: From Traditional to Gourmet.

• Accommodation Recommedations• Meet the team

• Date: 17.10.2019

Trade: Trade Newsletter October.

191

Vouchers.

§ Accommodation placement on various international platforms

§ Voucher raffle

193

Thank you.

design & lifestyle hotels...agenda. 1.central activities: as partner of the cooperation...

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