For Switzerland Tourism, we created an interactive campaign with Honeyguide on behalf of Columbus Travel in which influencers, locals and followers together wrote the story of sustainable travel in Switzerland.
With the Swisstainable programme, Switzerland wanted to show that sustainable travel is not only necessary, but also inspiring and fun. The challenge was to make that message tangible for a wide audience in the Netherlands and Belgium. We therefore chose an Instameet as the creative highlight of the campaign. Five selected influencers - three from the Netherlands and two from Belgium - travelled to the regions of Bern, Ticino and Valais. Together with locals, they set off, while followers helped decide on activities, routes and experiences via polls and interactive stories. This created a dynamic campaign that brought Switzerland to life in the eyes of travellers.
The challenge: sustainability through storytelling
After introducing the Swisstainable programme in 2021, it was time for the next step: showing that sustainable travel is not only necessary, but also inspiring and attractive. Switzerland wanted to profile itself as a leading sustainable destination, but without coming across as pedantic. The challenge was to find a creative form that combined both content and experience.
There was also a clear market brief: the campaign had to cater to both the Dutch and Belgian markets, with at least 40% of the reach coming from Belgium. This made it essential to deploy influencers and content that matched both target groups.
The goal? To position Switzerland as a country where sustainability is a natural part of the travel experience through storytelling, interaction and authentic images.
Campaign building blocks
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First introduction to Swisstainable
Prior to the Instameet, we brought the theme of sustainable travel to life with branded content via Columbus Travel. Landing pages, articles and an online quiz inspired readers as well as provided a first introduction to Swisstainable.
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Instameet #SwissForADay
Five influencers - three from the Netherlands and two from Belgium - travelled by train to three Swiss regions: Bern, Ticino and Valais. In groups of two, based on their interests and passions, they discovered the regions under the guidance of locals. Thanks to the collaboration with Swiss public transport through the Swiss Travel Pass, sustainable travel was the focus, with storytelling and authentic experiences as common threads.
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Interaction with the community
Followers helped determine what the influencers ate, did and visited. Polls and interactive stories ensured high involvement and made the travel experience personal and close to home.
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Multichannel distribution
The content produced was distributed through Columbus, Honeyguide and the influencers themselves. From social posts to articles in Columbus Magazine, the story of sustainable travel in Switzerland was given a wide and cross-media stage.
A selection of created content
Also want to put your destination on the map interactively?
How do you make travellers really experience your destination? And how do you use storytelling and interaction to make sustainable choices attractive? We are happy to think along with you. Schedule a no-obligation consultation with our team and discover how we can bring your story to life together.
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