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?
The Vine Hotel located in the Funchal region of Madeira is named as a tribute to the island’s world-famous wine. Each of the hotel’s four floors represent a different season for the wines; for example, the Winter floor is grey and the Spring floor is green. Even the spa offers ‘vinotherapy’ treatments using Merlot, Chardonnay and Cabernet grapes.
Austrian hotel Cube is now offering ‘study-holidays’ for teenagers who are falling behind at at school. Besides lessons with teachers, they have the chance to participate in various leisure activities.