CASE STUDY: Swiss Tourist Board Targets City Professionals
Provided by Brand Bags Ltd
Using Ambient Media, the Swiss Tourism Board reaches the city workforce through coffee cup and drink coaster media
What was the Challenge / Background of the Campaign?
The Swiss Tourist Board wanted to home in on and target the typical customer of cafe culture in London's trendy Hoxton and Islington. To target this audience and promote the equally thriving cafe culture in Switzerland. Having identified Hoxton and Islington as their target areas with 'trendy cafes', the client approached Brand Bags to create a geo-targetd campaign using Branded Cafe Media to drive traffic online.
What was the Campaign Objective?
To engage with the cafe customer audience of London and promote tourism to Switzerland's cultural destinations. Reach a local audience whilst out of home and engage them to visit the Swiss Tourist Board online. To raise awareness among city professionals, local upmarket residents and an office worker clientele of the best tourist destinations in Switzerland.
What was the Solution?
Brand Bags produced 5,000 branded coffee cup sleeves, and 5,000 drinks mats, with 7 varying creative designs with the theme of cafes and places of interest in Switzerland - plus QR codes for easy access to tourism information via their website.
What were the Results?
The Swiss Tourism Board stated after their client visit to Hoxton that "We are very happy with the exposure managed within the specific area," and went away delighted having seen the media in use within the cafes.
What were the Key Learnings of this Campaign?
Café Media formats enable a brand with a small budget, to increase awareness locally, provide proximity coverage for retail store support or support online campaigns. The use of QR codes to promote an instant link to the Switzerland Tourism website still relies on recipients if the media having a smart phone to hand and a QR reader app on their phone. The mats and sleeves however are very portable and can be retained by the customer for future reference.