With a wink, the Austrian chancellor Sebastian Kurz is used for advertising purposes.
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Holidays in Switzerland: Switzerland Tourism campaigns for the favor of the locals with a million campaign.
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The advertising experts are imaginative: Daniel Koch and his word “bathable” are taken up.
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Almost CHF 9 billion in sales are missing from the cash register.
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Switzerland and Austria: This is a very special connection. The two countries jointly hosted the European Football Championship. A relentless duel has always raged in the ski circus. And on the tourist front there is vying for the favor of the Alpine guests.
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The special ties between the two countries can also be seen in the new Switzerland Tourism campaign. The Austrian chancellor Sebastian Kurz (33) involuntarily becomes a stirrup holder for holidays in Switzerland. The slogan: “We don’t want short-sightedness, but far-sightedness.”
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The advertising slogan is meant with a wink. Switzerland Tourism binds the former «Mr. Corona »Daniel Koch (65) in the campaign. A nameplate of the now retired person says: “We need rivers that can be bathed”.
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«It will be a great summer»
Switzerland Tourism thus takes up a Koch word that has achieved cult status in the Bern region. There are T-shirts with the word “bathable” printed on them. The excitement surrounding the statement even caused Koch to jump into the Aare on the first day of his pension.
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The Switzerland Tourism campaign has been planned for a long time. It will cost millions and will run for several years. The marketing experts are bracing themselves against an unprecedented downturn in the industry. Because of Corona, the industry has almost completely come to a standstill.
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Switzerland Tourism Director Martin Nydegger (49) estimates the loss in sales from March to June to be almost CHF 9 billion. Every fourth tourism company is at high risk of not surviving the year. Now only full throttle applies. “Let’s fire all the rockets we have,” says Nydegger of the new campaign. «It will be a great summer!»