Wirz for Switzerland Tourism: Business events that feel like a vacation
To make Switzerland to Corona palatable to organizers of international business trips, Wirz Group designed a networked approach that attracts attention on LinkedIn and extends to conversion optimization.
The Switzerland Convention & Incentive Bureau (SCIB), the specialist department for business tourism at Switzerland Tourism, came to the Wirz Group with a clear objective: How do we get Switzerland back on the map as a preferred destination for decision-makers?
The solution lies in a data-driven markup. An attention-grabbing campaign on LinkedIn directs visitors to the website. The visits are converted into leads and these are further targeted and qualified depending on their surfing behavior. Dedicated newsletter campaigns follow on from this.
A pinch of humor...
In Switzerland, the trip to the mountains is only a few steps away from the congress location. The meeting room is located directly on the relaxing lake. This is picked up by Switzerland Tourism's new campaign under the motto "Business with holiday feeling": A Swiss statistics expert despairs of keeping correct records in view of the fluid boundaries between business travel and vacation. Is that still business? Or is it already recreation?
...optimized for conversion
In addition to the awareness activities, a conversion campaign designed by Datalogue Schweiz AG is also underway. For this purpose, the behavior of previous website visitors was analyzed and, based on this, new landing pages were designed that are optimized in terms of content for the personas defined by Switzerland Tourism. In addition, new conversion options were integrated, for example simplified registration for the newsletter, in order to stay in touch with the website visitors.
The campaign has been running since the beginning of September 2022 with a focus on the home market of Switzerland, Germany, Benelux, France, Scandinavia, UK/Ireland as well as North America, Southeast Asia and India.
Responsible at Switzerland Tourism: Barbra Albrecht (Head of Switzerland Convention & Incentive Bureau/SCIB, Member of the Executive Board), Bernhard Rhyn (Project Manager SCIB), Natalia Sizova (Digital Manager SCIB), Sonja Honegger (Project Manager SCIB), Pascal Bieri (Head of Digital Publishing & Datanetwork), Philipp Herzig (Project Manager Digital Platform & Products), André Hefti (CMO), Dominic Stöcklin (Head of Media). Responsible at Wirz Group & Datalogue Schweiz AG: Wirz Group: Livio Dainese, Johannes Raggio, Matthias Fürst, Marcus Josty, Elena Gabriel, Janina Ulrich, Ria Meghji, Valeria Vuckovic, Janna Löhr, Kathrin Jesse, Erasmo Palomba, Magdalena Zbiec; Datalogue Schweiz AG: Martin Hufschmid (Managing Director), Simone Scifo (Senior Marketing Consultant). Responsible at TUNA Production and Sir Mary: Tuna production AG (film production): Derya Tuna (Executive Producer); Matthias Thönnissen (Director); Felix von Muralt (Director of Photography); Dominik Baur (Photography); Sir Mary (Media Planning and Distribution): Fabian Habisreutinger (Partner, Strategy Director Media & Data), Katharina Günther (Senior Media Consultant), Marion Nicolaus (Head of Media Operations & Intelligence), Céline Zemp (Ad Technology & Programmatic Manager).
