Switzerland Tourism appeals to the YouTube audience
An adventurous trip to Switzerland told through the lenses of four international content creators - and the community joins in the excitement. This is "The Perfect Shot", a new YouTube series from Switzerland Tourism.
The series by Switzerland Tourism follows four internet stars as they try to take the perfect picture of Switzerland while being confronted with various challenges to entertain the audience. In the process, they discover well-known and little-known destinations in Switzerland.
Switzerland Tourism (ST) sets a new milestone in 2023: the official YouTube channel of Switzerland's national tourism marketing organization has broken the 100,000 subscriber mark - a significant jump of 86% compared to the end of 2022. Over the past eleven months, ST has focused various campaigns on YouTube in order to reach a whole new audience. They search online for entertaining content and then use this as inspiration when choosing future travel destinations. The most recent example of this strategy is the five-part series "The Perfect Shot", which was conceived and produced by stories AG in Zurich.
The "Times Square" in New York City beckons
"The Perfect Shot" is a fast-paced journey through autumnal Switzerland, its nature, culture and population. While following the content creators Siddhartha Joshi (India), Sean Dalton (USA), James Popsys (UK) and Lizzie Peirce (Canada), viewers discover the beauty and diversity of Switzerland, both well-known and little-known, from the (photographic) perspective of the four personalities. On their journey, the protagonists have to take the perfect picture and overcome creative challenges: How do you take a picture of the legendary Matterhorn without directly showing the mountain with its unmistakable silhouette? How do you take the perfect photo in a Swiss city when you are only allowed to press the shutter release three times? How do you find your way around when Google has to be replaced by information from the local population? Whoever wins will receive a special honor at the end of the five-part series: the winning Perfect Shot will be publicly displayed in Times Square in New York.
The series takes the audience to places such as Zurich, Herisau, Meiringen, the Engadine, the Locarno, Zermatt, Lausanne and Montreux Riviera regions as well as the Titlis. ST is thus deliberately drawing the attention of the YouTube community - and therefore future guests - to the low season and even lesser-known destinations.
The content that the creators created during production was published on their own channels immediately afterwards. In a second phase, just in time for the launch of the YouTube series about their adventure trip, the four protagonists also posted their "perfect shots" on their channels. This makes them multipliers and generates additional attention for autumnal Switzerland.
Encouraged to binge-watch
André Hefti, CMO of ST, comments: "By merging action, visual brilliance and fascinating characters, we tell captivating stories. With the exciting story about the adventures of the YouTube stars and a first-class production, we are once again proving ST's pioneering role in tourism marketing - always with the aim of inspiring our viewers and the guests of tomorrow to visit us."
The launch of the new series will follow the rules of a new (YouTube) audience: all five episodes of "The Perfect Shot" will be released simultaneously on November 22, 2023. The aim is to encourage the online community to "binge watch" - to watch all episodes without interruption. In around 52 minutes, you can get to know the country and its people, culture and nature from a completely new, exciting and funny perspective.
Responsible at Switzerland Tourism: Martin Nydegger (CEO); André Hefti (Chief Marketing Officer); Dominic Stöcklin (Head of Media); Monika Häfliger (Project Lead); Katharina Frede, Valentin Z'Brun, Nicolas Pisan (Marketing Distribution and Social Media); Pascal Bloch, Nicola Fürer, Nadine Ackermann, Sarah Krauer (Productions); Julian Thorner (Corporate Communications); Daniela Wüschner, Sarah Haslebacher (Strategic Partnerships); Jérôme Lacourrège (KAM); Hans Estermann, Suh-Kyung Kim (Digital); Désirée Klarer (CRM); Nina Vanoli (Accommodation Marketing); Michèle Steinegger, Tamara Hagen (Live Communication); Tanja Blumer (Swiss Travel System); Philipp Jacob (SWISS); responsible for Stories: Jonas Bayona (Director), Patrick Viert (Concept & Idea), Tobias Fueter & Yves Bollag (Executive Producer), Alexander Wyssling & Florian Nussbaumer (Producer), Ruben Assenberg, Jonas Schürmann, Manuel Matti, Nicole Shapiro (camera), Luca Zurfluh, Jero Fähndrich (editing), Jonas Bayona (graphics), Remy De Vlieger (color grading), Tonstudio Z (mix), Edoardo Moruzzi (Head of Postproduction), Stefan Spiess (Post Operator).
