ST North America -Marketing Activities 2020.Key Partner Meeting Luzern, April 25th, 2019

ST North America – Team News.

§ Claudio Zemp, new Director Americas, starting August 1st, 2019

§ Michaela Ruoss, Media Manager Eastern USA, leaving June 30th – Recruiting ongoing

§ Nick Turnell, Project Manager Trade, Marketing Support, leaving June 30th – Recruiting ongoing

ST North America – Same Segments for 2020.

New in 2020: The Road-to-Switzerland is back!

… and it’s better than ever!

§ shorter (5 cities in the U.S. and Canada)§ more focused (no separate media

program)§ More intimate (mix of bigger events with all

partners and smaller platforms with half the group)

§ Even better quality (hand-selected top operators and advisors)

§ Follow-up sales calls in the fall (silver/gold partner).

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Summary Gold, Silver and Bronze Packages.

§Gold: Switzerland Trade & Media Program Gold (3 seats RTS, 2 sales calls, 1 media tour plus IMM), Integrated Summer&Cities Out-of-Home Campaign, opportunity to host 24 Hours Media/Trade Destination Extravaganza. Value CHF 120’000, Price CHF 90’000

§ Silver: Switzerland Trade & Media Program Silver (2 seats RTS, 1 sales calls, 1 media tour), Travel&Adventure Show 2020, Consortia Marketing.Value CHF 95’000, Price CHF 70’000

§ Bronze: Switzerland Trade & Media Bronze (1 seat RTS, 1 media tour), End-of-Year Digital Advertising Campaign, TV Production.Value CHF 70’000, Price CHF 50’000

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Key Partner Package Gold –Trade and Media Activities.§ 3 seats on the Road-to-Switzerland,

opportunity to buy 3 more

§ 2 Best-of-Switzerland sales calls weeks

§ 1 full page in Switzerland Guide

§ 2 travel advisor webinars§ 1 Best-of-Switzerland media tour

§ 1 participation in International Media Marketplace IMM (January)

§ 2 media webinars

Market Key Package Gold -

2020 Summer&Cities Campaign.

§ 2020 summer & cities campaign in North America

with focus on out-of-home

§ Dedicated campaign with focus on the beauty of

Switzerland with goal to reach interesting audience in key markets (New York, Toronto, West

Coast)

§ Creative, inspiring concepts together with out-of-home activities, sampling activities

§ Campaign will be complemented with a

sophisticated digital and social promotion

§ Launch event connected to Road-to-Switzerland

Key Partner Package Silver –Trade and Media Activities.§ 2 seats on the Road-to-

Switzerland, opportunity to buy 2 more

§ 1 Best-of-Switzerland sales calls weeks

§ ½ page in Switzerland Guide§ 1 travel advisor webinar§ 1 Best-of-Switzerland media tour

Key Partner Package Silver -2020 Campaign with Travel&Adventure Show.

§ Fully integrated campaign with Travel&Adventureshows in several U.S. cities (Los Angeles, Dallas, Washington, San Francisco Area)

§ Reach an active, urban and affluent audience§ Events with media inclusion, sweepstakes and

travel advisor presentations§ Each regional partner will get a dedicated

show/city§ Inclusion of tour operators with special offers for

our booth.

Key Partner Package Silver -Consortia Marketing Program.§Marketing to consortia and

individual travelers through Signature and Virtuoso

§ Travel agent trainings: Integrated advisor certification tailored to Signature or Virtuoso with speaking opportunity for participating partners (webinars, workshops, study trips etc.)

Key Partner Package Bronze –Trade and Media Activities.§ 1 seat on the Road-to-

Switzerland, opportunity to buy 1 more

§ Half page in Switzerland Guide§ 1 travel advisor webinar§ 1 Best-of-Switzerland media tour

Key Partner Package Bronze –

2019/20: End-of-Year Digital Campaign.

§ Working with a specialized online travel agency/ digital agency for a digital/social media marketing

campaign

§ Coordinate geo-targeted site take-over, banners,

videos and newsletters campaign

§ Various retargeting actions for every individual

participating partner

§ Campaign will launch in December 2019 before

Christmas week and run until beginning of 2020

Key Partner Package Bronze –TV Productions.§ Be front of the line for the next TV

production: full feature travel shows also with distribution on cable, online, streaming, often with social media component

§ Location shoots for reality TV shows

2020/21 Winter Marketing Campaign.

§ Print, digital and social campaign on North American platforms for skiers and active travelers. Focus beyond traditional ski and winter sports platforms. Includes tour operator offers

§ Inclusion on myswitzerland.com and in ST North America newsletter via tour operator offers

§ Switzerland tour operator event at 2020 Mountain Travel Symposium

Exclusive Opportunity –

Meet the North American Travel Trade.

§ Exclusive partner of ST for a sponsoring

engagement at a trade event in North America

§ Exposure for destination, meet new contacts

§ Various events to be considered in 2020

§ Combined with one day of tour operator/travel agency visits in the area

§ Events announced to partners in late summer

together with the dates for the sales calls week

§ First come-first-served for participation

Switzerland Travel Academy: Your dedicated Module. § Last year ST launched the Switzerland Travel

Academy, together with the Universitàdella Svizzera Italiana in Lugano

§ Get your own dedicated module to highlight top 10 experiences in the region

§ Access to Switzerland Travel Expert database

§ Travel professionals can specialize in your region, which will increase your sales.

§ https://northamerica.switzerlandtravelacademy.ch/

Business Plans with North American Tour Operators.§ Participation in joint Business Plans

program § with one or multiple North American

tour operators to § support marketing of new tour

programs, additional departures and/or a broader portfolio of offers in Switzerland.

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24 Hours Exclusive Media/Trade “Destination Extravaganza”§ Provide your destination/attraction/hotel

partners with a unique platform in either New York, San Francisco, Toronto, Montreal, Chicago or Los Angeles.

§ Evening reception for travel trade (40 selected contacts) and lunch event for travel media (25 selected contacts).

§ Up to seven partners from the region/destination.

§ First-come-first-served for participation

Exclusive Media Extravaganza Events.

§ Media event geared to your key messages in one of our top gateway cities

§ 25 journalists or in smaller markets combined with trade contacts

§ One exclusive sponsor with strong branding

§ Mutually agreed timing§ Limited to 2 events in 2020

Social Media Influencer Project.

§ Influencers drive attention to your destination

§ Full service package to identify influencer in tune with your key message, recruit, plan and execute this project

§ Accompanied by online media-buy.§ Exclusive to each destination,

maximum 2 partners for 2020

International Media Marketplace IMM.

§ January 22/23 in New York City§ One-on-one meetings with 24

relevant media from around North America

§ Full integration in Switzerland Tourism sponsoring platform

§ One day prior and same location as New York Times Travel Show

Faith-based Travel Campaign 2020.

§ Benefit from broad coverage about Oberammergau 2020!

§ Print and digital campaign with key religious magazines and e-newsletter blasts to readers.

§ Partnership with tour operators (tbd).§ Trade fam trip selecting group travel

leaders from Premier Travel Group

Canada: “All Eyes on Switzerland” Campaign.

§ Follow-up of Influencer summit 2018§ Canadian influencer Michael Sidofsky

350k followers on Instagram§ Integrated 4-wheel drive campaign§ Events in Toronto, Montréal and

Vancouver§ Out-of-home campaign: subway

stations/bus shelters, social media/ digital campaign, sweepstakes

§ Tour operator integration, other partners§ 30 mio impressions 25

ST North America Starter Package.

§ E-learning module (Switzerland Academy).

§ One trade webinar.§ Partner contact and content on

trade corner§ Inclusion in trade newsletter§ Access to agent database§ Half page in Switzerland Guide§ Inclusions of news item in media

newsletter

Benefits of a Market Key Partner Package with ST North America in 2020.§ Dedicated account manager in North America for consulting,

planning, execution and reporting§ Priority access to full range of ST activities in North America§ Consideration as partner for individual marketing activities in

North America§ Access to North America trade contacts § Detailed reporting every six months§ Annual visit at partner’s offices