Travel & Tourism (148)
Switzerland banks on social stereotypes
Switzerland’s tourism authority has developed an integrated social media campaign that addresses Swiss stereotypes in an ironic way. The campaign was so successful that they decided to follow up with tv episodes that promote the country from one season to another.
Why it matters
A lot of stereotypes come to mind when we think of the Swiss: chocolate experts, watch makers, precise and punctual people, but there is more to it than this. The concept of a tourism ad campaign trying to break cultural stereotypes to promote visits isn’t new. What is surprising though is how the social element has added a layer of depth to it. Take for instance the village of Obermutten. With only 80 residents, it has more than 18,000 fans on Facebook. With this initiative, the village has changed the common rules. First, you enter the virtual community of the town, then perhaps you go and visit it. Could this be the new way to engage people and promote tourism?
To celebrate its 175th birthday, Lisbon’s Antiga Confeitaria de Belém, famous for its custard tarts, has launched six special edition packages that grant access to a free smartphone application. The app is an interactive guide to a number of monuments in the neighbourhood and uses augmented reality.
LAN Airlines have created a virtual Dakar rally contested between French and Spanish bloggers. The goal is to be the first to cover the distance (virtually) from the capital of their country (Madrid or Paris) to Santiago, Chile. To make progress in the race, bloggers compete to gain the largest number of race followers on Twitter and Facebook. Race followers use "tweets” or Facebook messages to add virtual miles to the race progress of bloggers they support.