PowerPoint-Prsentation

Online Marketing Challenges 2015

Christoph Brlhart

Head of eMarketing

Switzerland Tourism, Switzerland

christoph.bruelhart@switzerland.com

http://www.myswitzerland.com

ENTER 2015 Swiss day

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Initial Position.

2

Exchange Rate.

Source: Berliner Zeitung, 17 January 2015, Heiko Sakurei

Mum, he just called me RUBLE!

3

Changes in Marketing Switzerland.

Price competitivenessDifferentiation strategy

Mass tourismMulti niche tourism

LeaderChallenger

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Implications for our Marketing Strategy.

e.g. Summere.g. Outdoor. Swiss made.

Product marketing Experience marketing

Seasonal promotionTheme setting

Mass marketingSegmentation

Marketing activities Customer journey management

Age groupsCommunities & way of living

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Situation Analysis.

Yesterdays marketing plans dont work.

Tomorrows marketing plans are not working yet.

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Our Mission.

We shall create enthusiasm for Switzerland as a holiday, travel and meeting destination, and we shall kindle the yearning to travel.

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Dreaming

Planning

Booking

Travel Planning of the European Guests.

Source: TMS 2013 (Summer); Hotel guests from main European markets (CH, DE, NL, BeNeLux, UK, FR, IT). Reported figures stem from the median i.e. 50% of guests plan, decide or book earlier and 50% later.

Days

Hotel bookings

(16 days before trip)

Travel start

Friends & relations

(including Facebook, Twitter, etc.)

Media (including Blogs)

Tour operators

Travel guides

(including social media)

Hotel ads

ST Brochures

MySwitzerland.com

Hotel brochures

Hotel websites (incl. booking portals and ratings)

Websites of local tourism organizations

Hotel information

Brochures from local tourism organizations

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China-70-60-50-40-30-20-1003.7983906090368502E-23.9481771225522301E-25.1543384496824503E-26.6155710135961096E-26.38220796717721E-29.0848776675634804E-20.1002918394842130.14359967926148701

Planning

Booking

Experiencing

Reminiscing

Dreaming

Costumer Buying Cycle.

eCRM & Social Media Marketing

eBrochure, Mobile Apps & Website

Search Engine Advertising

Search Engine Optimization

Display

Advertising

Content Cooperations

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Planning

Booking

Experiencing

Reminiscing

Dreaming

Online Campaigns - Cost Allocation 2014.

73%

14%

6%

3%

4%

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DreamingPlanningBookingExperiencingReminiscing4178908.9781439.76999999955327622.12999999989165629.28238584.23

6 Examples of Online Activities.

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1. Content-Heavy Website.

27 mio visits last year

16000 detail pages

17 languages

61% of traffic from SEM activities

Shareable content

39% mobile visits

MySwitzerland.com

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2. Single Purpose Service Apps.

18 mobile apps

2.2 mio all-time downloads

Fast access for useful infos

Difficult promotion

No campaign driven apps

App fatigue

MySwitzerland.com/apps

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3. Lasting Campaign-driven Microsites.

Not campaign, but service-driven microsites

No incentives

Interactive access to content

Tailor-made content

Built to last

MySwitzerland.com/winterfinder

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4. #SwissSelfie

780+ original #SwissSelfies

Over 5800 mentions

Engage travellers

Empowering user generated content

Word of mouth campaign

Authenticity

MySwitzerland.com/swissselfie

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5. Empowering Swiss Hoteliers.

MySwitzerland.com/twitter

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6. Grand Tour of Switzerland.

Launching 14 April 2015

Touring is a big trend

Linking of different experiences

Interactive inspiration through an online web route

400000 visits

#SwissGrandTour

MySwitzerland.com/grandtour

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Conclusions.

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Conclusions.

Mastering a lasting EUR / CHF parity will be a challenge.

Segment, mix & timing become more relevant.

Our online portfolio provides the right tools.

Content is our biggest asset.

Emotions are priceless.

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bit.ly/enter2015st

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