Challenge:
The launch of the new direct flights from Geneva to Stockholm and Copenhagen for French-speaking Switzerland (18+) was a demanding task. Despite a limited budget, tight schedule, and lack of existing campaign materials, the goal was to generate maximum attention for these attractive new routes.
Idea:
To generate maximum awareness for the new flight connections, we strategically partnered with influencers who authentically embody the SWISS spirit. In collaboration with local tourism boards, inspiring travel content was created around Stockholm and Copenhagen. The influencers experienced the new routes firsthand and produced visually compelling content that highlighted both the appeal of the destinations and the quality of SWISS service. Thanks to their reach and credibility, we were able to directly engage our target audience and build trust—with the clear goal of sparking interest and driving bookings. Additionally, the content was amplified through targeted social media ads on Meta, TikTok, and via the Swiss Digital Network with Teads video ads to further increase the campaign’s reach.
Insights:
Travel remains a strong desire—people are always searching for new inspiration for their next vacation. While search engines or personal recommendations were the primary sources in the past, today many turn directly to social media channels for information. Our research shows that almost 64% of the population in Western Switzerland use Meta platforms, and 39% are also active on TikTok. The younger audience, in particular, looks to influencers for guidance: up to 80% of 15- to 34-year-olds in Switzerland follow at least one influencer. These insights confirmed for us that influencer marketing is the key to generating attention and driving bookings.
Delivery:
In collaboration with an influencer agency, we conceptualized, organized, and managed the project. SWISS covered all costs, including flights, hotels, and meals. Together with local tourism boards, we created customized daily programs for each influencer, including reservations and exclusive access tailored to their individual interests. Coordination and content approval took place via WhatsApp groups with both the client and agency involved. During the four-day trip, the influencers produced numerous stories, reels, and posts, sharing their authentic experiences with their communities. Afterwards, targeted social media ads on Meta, TikTok, and the Teads network further amplified the campaign’s reach.
Results:
The campaign achieved high reach and generated numerous interactions on Meta and TikTok. The influencers’ content exceeded typical performance benchmarks. Additional ads supported the campaign and led to further engagement. Overall, the initiative resulted in many flight searches and bookings for the new routes to Stockholm and Copenhagen.