MUMBAI: Switzerland Tourism, while encouraging travellers across the world to stay home and stay safe, has launched a new campaign — #dreamnowtravellater — to keep hope afloat in travellers across the world giving them something to look forward to when the pandemic is finally behind us.
As under normal circumstances, most of us right now would be diligently planning our summer vacations this year, but these are not normal times. As the Covid2019 pandemic spreads across major parts of the world, many countries are doing what they can to keep their citizens safe. Restrictions on domestic and global travel is one of them.
A touching short video released by the Switzerland tourism board shares with the world the message to ‘dream now travel later’ against a backdrop of its stunning landscapes. It assures the world that the beautiful country will pause time and stay the way it is and be ready to welcome visitors when the world opens up. The video asks people to stay home and stay safe until that time comes.
Mumbai: Los Angeles Tourism & Convention Board (Los Angeles Tourism) is deepening its foothold in the India Market with the appointment of Ms. Seema Kadam as it’s first-ever Regional Director, India. In 2018, Los Angeles welcomed 130,000 visitors from India, an increase of 5.1% year-over-year making India the 3rd highest year-over-year international growth market for Los Angeles.
In her role, Kadam will develop and support air service for Los Angeles International Airport (LAX); spearhead strategic travel trade engagement including the implementation of a robust training program, using the L.A. Insider Program; and attend key industry trade shows in the region.
“We established a travel trade presence in India several years ago through Sartha Marketing, who introduced Los Angeles to the industry. The time is now right to deepen our engagement. India holds such vast potential for Los Angeles and appointing a full-time, regional director to oversee all of our tourism activity is a natural evolution of our commitment to the market,” stated Kathryn Smits, Vice President, Tourism for Los Angeles Tourism. “Seema’s most recent experience with DMOs has her well-positioned to be successful in this new role.”
On her newly appointed role, Kadam stated, “I am thrilled to have the opportunity to work with the travel fraternity in India, to showcase the diversity and depth of experiences that destination Los Angeles has to offer. With over 25 years in the Indian travel industry, I anticipate that this new role is most likely going to be the most exciting and challenging chapter yet. I am eagerly looking forward to utilizing my knowledge and experience to contribute to the destination’s business goals. It is an honor to be representing a destination like Los Angeles that promotes values like cultural diversity and inclusivity which connect strongly with me personally.”
Kadam, who graduated from Mumbai University, also holds diplomas in Standard and Advanced Travel Management. Over the course of her career, she has worked with leading Indian travel players like Thomas Cook India, Kuoni Travels India, Finnair Plc, Switzerland Tourism and Tourism Fiji.
In addition to her exceptional pan-India travel network created over the years, Seema is also skilled at establishing and implementing strategies that are business driven and result-oriented. With her strong product knowledge and business development strengths, she is aptly empowered to navigate any micro or macro challenges during her tenure.
MUMBAI: Everyone loves a little vacation once a year. They say, Travel makes one modest, you see what a tiny place you occupy in the world. The tourism industry today is booming with the number of people travelling to foreign destinations witnessing a three-fold rise.
Travel and tourism is one of the world’s fastest-growing sectors today, with close to $1.6 trillion clocked in bookings in 2017. A strengthening global economy lies at the heart of industry growth. Each year, the global traveler pool is flooded with millions of new consumers from both emerging and developed markets, many with rising disposable incomes and a newfound ability to experience the world.
According to 2017 report by TripAdvisor, for globetrotting Indians preferred traveling to Dubai, Singapore, Bangkok and Pattaya, while the evolved and well-heeled Indians sought relatively unexplored destinations such as Genoa in Italy, Corsica in France, Bora Bora and Iceland.
As many as 2.8 crore Indians travel to international destinations every year. Places like Dubai, Switzerland, Maldives, Maccau, Bali, Singapore, Thailand among few others, have always been popular among Indians.
At a time when the travel industry is booming with tourists pouring in from all parts of the world, Switzerland, a destination once every Indian wanted to travel to (thanks to Yash Raj and Bollywood movies), now seems to have lost its appeal. The situation was dire that the revenue from tourism remained stagnant at 15.7 billion CHF between 2013-15. To increase the footfall of Indian travelers, Switzerland appointed Bollywood actor Ranveer Singh as its brand ambassador with a hope to attract Indians and Bollywood fans from across the globe.
Earlier this month, Switzerland tourism launched its second campaign with Ranveer. The tourism board this time, wants to promote Switzerland as a destination for everyone, especially those who are single. Switzerland Tourism India Director Claudio Zemp said, “We wanted to promote Switzerland as a year long destination rather than the preconceived image that everyone has about the place that its only a romantic destination. Hence, we decided to target the younger generation in the campaign to come and explore the place for its adventures.”
According to Zemp, ever since they’ve signed Ranveer as the brand ambassador, Switzerland tourism has seen an increase of 23.4 per cent Indians staying over night.
Overall, the tourism industry has grown by 119 per cent in the last 10 years with an average of 8 per cent per year.
The second campaign with Ranveer was also not created by any ad agency and was instead executed in-house by the tourism board along with the actor’s team.
Although the campaign was launched in the first half of June, most of the schools and colleges start by this time of the year in India. Therefore, it would have made much more sense for the tourism board to launch the campaign between November-February, as that is when most Indians decide on their summer travel plans. Since the final product of the campaign became ready quite late, Zemp said that they are targeting the next peak season with this campaign.
Travel ads are usually targeted at those with enough funds to spare for travel. Hence, it makes more sense for them to advertise on lifestyle and infotainment channels along with B2B marketing. And that’s exactly what most tourism companies imply. However, Zemp mentioned that they had no plan of launching the campaign on television due to budget constraints and it will only be digital led.
“We don’t have enough budget to do television advertising as we are not the Coca-Colas of the world. Our advertising budget on mainstream media In India is limited.”
For Switzerland, 5 per cent of its visitors come from India, 71 per cent of whom travel between April-August. To promote the tourism, Switzerland has various offers on its rail passes and other tickets. For this, Zemp mentioned that 45 per cent their annual budget goes into digital marketing as it is cheap, efficient and quick.
Ever since the brand signed Singh, in 2017, the total of overnights spent in Switzerland grew by +5.2% to 37’392’740. The source market India, along with South Korea, South East Asia, Brazil, and Taiwan, reported record results highlighting the big allure of Switzerland in Asia.
Though Switzerland tourism is now spending big bucks to promote its agenda, the country continues to face stiff competition from other emerging travel destinations that have become a favorite with the Indian travelers of late. The challenge for Switzerland now is not just to market itself better than others but also regenerate interest among Indians.
MUMBAI: Switzerland Tourism announced the launch of its winter campaign for 2016 and ‘Nature wants you back’ campaign for summer 2017. The winter campaign will focus on all the action and adventure that can be explored in one of nature’s most artistic canvases – Switzerland, with the tagline ‘You can… but you don’t have to’.
The summer campaign “Nature wants you back”, is to be led by the Bollywood celebrity and brand ambassador Ranveer Singh. Switzerland Tourism intends to sustain the double digit growth of 16 per cent seen in 2015-2016.
Switzerland Tourism’s director for India Claudio Zemp said, “We would like to showcase that Switzerland is not only about scenic beauty but also has many activities and adventures to offer to the more experiential Indian traveller. One can enjoy various winter activities and explore their hidden passion for adventure with sports such as skiing, snow-shoe trekking, tobogganing.”
“Apart from the picturesque natural beauty, Switzerland is also a complete package for families and honeymooners who are not only looking at a relaxing vacation but also crave some adventure,” said Switzerland Tourism’s deputy director and media manager for India Ritu Sharma.
“The creatives for the TVC have been done in-house. For social media, the creatives are by our head office in Switzerland. We do our own media buying,” she informed.
MUMBAI: Switzerland Tourism announced the launch of its winter campaign for 2016 and ‘Nature wants you back’ campaign for summer 2017. The winter campaign will focus on all the action and adventure that can be explored in one of nature’s most artistic canvases – Switzerland, with the tagline ‘You can… but you don’t have to’.
The summer campaign “Nature wants you back”, is to be led by the Bollywood celebrity and brand ambassador Ranveer Singh. Switzerland Tourism intends to sustain the double digit growth of 16 per cent seen in 2015-2016.
Switzerland Tourism’s director for India Claudio Zemp said, “We would like to showcase that Switzerland is not only about scenic beauty but also has many activities and adventures to offer to the more experiential Indian traveller. One can enjoy various winter activities and explore their hidden passion for adventure with sports such as skiing, snow-shoe trekking, tobogganing.”
“Apart from the picturesque natural beauty, Switzerland is also a complete package for families and honeymooners who are not only looking at a relaxing vacation but also crave some adventure,” said Switzerland Tourism’s deputy director and media manager for India Ritu Sharma.
“The creatives for the TVC have been done in-house. For social media, the creatives are by our head office in Switzerland. We do our own media buying,” she informed.
