SwissSwap - you take a vacation. We do your job.


Campaigning Creativity Content Leisure & Tourism



Switzerland Tourism has launched a campaign in Germany called "SwissSwap" - with a big promise.

Swiss tourism is currently facing one major challenge: attracting guests from neighboring countries. To that end, Switzerland Tourism (ST) has launched a campaign in Germany called "SwissSwap." The promise: We'll do your job if you need Switzerland.

Around 10 percent of all overnight stays in 2019 came from German guests, which equates to around 3.9 million hotel room nights[1]. Germans were by far the most important foreign guest group. In the special pandemic year, however, their numbers are likely to be significantly lower. Estimates by industry representatives anticipate a decline of up to 80 percent. ST has therefore decided to intensify its marketing efforts in Germany this fall and launched the "SwissSwap" campaign.

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Swiss take on vacation replacement.

As part of a large casting, ST is looking for German guests who say of themselves, "I need Switzerland." These can apply with a video and describe their particular vacation need. If their video is selected by the jury, then the applicants will receive an invitation to a week's vacation in Switzerland in October for two people. And the kicker: ST will organize vacation substitutes for the guests at their place of work. This "SwissSwap" is primarily advertised with a humorous video clip, which is intended to awaken the desire for a vacation in Switzerland in all viewers.

If you really need a vacation, you need Switzerland.

In Switzerland, you can experience pristine nature that is easily accessible. Those who want to experience a sunset in front of a breathtaking panorama will get there safely and on time. If you want to cool off outside, you can always jump into a crystal clear lake without any worries. In Switzerland you won't be eaten by wild animals, and you can get anywhere on the mountains either by hiking boots or by gondola. It is precisely these advantages that make Switzerland and its nature a vacation destination where everyone can recharge their batteries to the maximum.

With Swiss Swap, Switzerland Tourism goes one step further by even doing the job of its guests. In this way, every guest achieves absolute peace of mind because they no longer have to worry about anything.

"With this campaign, we want to provide positive talking points and position Switzerland as a vacation destination in Germany in an unconventional way," says André Hefti, Marketing Director ST.

[1] Federal Office of Statistics, accommodation statistics 2019.

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