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City, country, click: cross-media advertising for a town tour by Lucerne Tourism
Lucerne Tourism

How to successfully draw the attention of potential guests in the Lake Lucerne region: with a cross-media campaign promoting a trip through the most beautiful towns in the region and a prize draw. Working with Post Advertising, Lucerne Tourism created a strategy that repeatedly reached its target audience. The click rate was exceptional, and the number of participants in the prize draw surpassed all expectations.

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Highly impressive results

113,915

e-mails sent
5,815

postcards sent to e-mail clickers
768,003

ad impressions for native ads on swisspost.ch
7,333

prize draw participants / increase on previous campaigns
1,540

opt-ins generated and e-mailed for newsletter leads.

Our approach

Using a targeted combination of e-mail, print and native advertising, we wanted to raise awareness of Lucerne Tourism amongst our target group and generate new leads at the same time with the prize draw. Another goal: increasing opt-ins for the company newsletter.

This is why we adopted a three-stage approach (overview in the first image):

Direct access: an initial and reminder e-mail addressed the selected target group and raised awareness of the campaign. (second image)
Reinforcement by mail: e-mail clickers received an addressed postcard mailshot encouraging them to take part again. (third image)
Targeted digital presence: on top of this, a content teaser and a native article on swisspost.ch generated additional visibility over the course of a month. (fourth and fifth images)

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The collaboration with Swiss Post was very professional and enjoyable. We were looked after very well and received great advice from our partners. Thanks to the selected measures, we managed to far exceed our campaign goal and will happily use Post Advertising’s services again next year.
André Burri, Marketing Manager, Lucerne Tourism Ltd