Bastian Baker sings about the Grand Tour of Switzerland

GToS experienced a major boom last summer, when many tourists increasingly opted for vacations in their own vehicles. This summer, too, touring in one's own car or motorcycle is in high demand. Switzerland Tourism (ST) and the Grand Tour of Switzerland association have recognized this need and, together with Bastian Baker, have implemented a campaign that whets people's appetites for road trips in Switzerland.

Music video as tourism promotion

The pandemic not only makes traveling difficult, it has also caused a standstill in the cultural industry. The ideal time for a joint project. "Switzerland is a unique vacation setting. I was on the GToS last year and fell in love with our country all over again," says Bastian Baker. The tour inspired him to write his song "Jackpot," in which he sings about the happiness of being at home in the vacation country of Switzerland.

The music video "Jackpot", shot together with the GToS association, is the centerpiece of the campaign and was filmed this spring in Bastian Baker's native French-speaking Switzerland as well as in German-speaking Switzerland and Ticino.

No road trip without the right music

Back in the summer of 2019, the marketing of GToS focused on the theme of music. At that time, a Spotify playlist was created for each section of the route. "The themes of music and road trip fit together brilliantly. With the GToS, we not only want to show the highlights of Switzerland, but also convey a feeling of freedom and fun," says Martin Vincenz, president of the Grand Tour of Switzerland association. The 2021 online campaign with the jackpot video will be seen throughout Switzerland. In addition, MySwitzerland.com presents a new Landing page to GToS with Bastian Baker's insider tips.

Responsible at ST (concept and creation): André Hefti (Head of Marketing & Productions), Martin Pally (Marketing Manager Summer), Monica Danuser (Content Manager Summer, Project Management), Daniela Chiani (Project Manager Marketing Summer), Alexandra Weber (Head of Digital Marketing), Dominic Stöcklin (Head of Social Media), Natalie Schönbächler & Maria Wetzel (Social Media Managers), Nicola Fürer (Multimedia Producer), André Aschwanden (Corporate Communications), Kim Suh-Kyung (Digital Publisher & Editor). Responsible at Chocolate Films (creation and production): Lukas Wälli (Director/Script/Cinematographer), Wolfgang Weigl (Editor), Jürgen Kupka (Grading), Michela Trümpi (Producer), Gabi Benz (Line Producer). Responsible at Sir Mary (media planning): Vanessa Habisreutinger (Director Marketing Technology), Fabian Habisreutinger (Strategy Director Media & Data), Katharina Günther (Senior Media Consultant), Sabrina Huwiler (Account Manager).