THE CAMPAIGN

When the global pandemic brought the world to a halt, Zürich Tourism launched a unique campaign that sought to reignite the passion for travel and holidays – albeit in an original and localised way. Adapting to the shifting dynamics of travel following COVID-19 – with many people shelving their plans for international holidays – Zürich Tourism unveiled a new concept aimed at reimagining the sweetness of souvenirs.

As part of the endeavour, the tourist office began to sell “Züvenirs” – a unique twist on traditional souvenirs – that represented make-believe destinations within Zürich based on popular European summer hotspots such as Zübiza, Züstanbul, Zükjavik, Züsterdam, and Zü-Tropez. The campaign kicked off with an unbranded truck, which travelled around Switzerland selling 34 different types of züvenirs. The keystone of the initiative was the website zuevenirs.com, which has so far welcomed upwards of 150,000 unique visitors since it went live in end of July 2020.

The campaign was enhanced by more than 80 Photos by renowned photographer Lukas Wassmann.

The Campaign reached over 5.4million through paid media and over 4.1 million through earned media, 200,000 unique website visits and helped push Zurich the top 10 of the most popular holiday destinations in Switzerland for the time in its history thanks to a comprehensive strategy of PR, influencers, scene multipliers, banners, social ads and even billboards as European travel was in flux and local tourist destinations began to groan under the strain of their publics, Zürich Tourism chose to and focus on its core markets.

THE ROADSHOW

THE CASE MOVIE

The campaign was developed at Jung von Matt LIMMAT