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Free delivery, fully booked: more Lucerne tickets
Luzern Tourismus AG
With an attractive offer – free public transport travel for two nights or more – Luzern Tourismus specifically positioned the city as a destination for winter city trips. A cross-media campaign attracted guests from Western Switzerland and ensured attention, interaction and numerous bookings.
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Highly impressive results
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83,854
e-mails received with an average opening rate of 27.67% and a click rate of 3.58%
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176
scanned QR codes for 2,167 postcards sent
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Around 1,000
hotel bookings
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Sold-out offer
Our approach
The aim of the campaign was to establish Lucerne as an attractive winter destination in Western Switzerland and to generate targeted hotel bookings as part of the “Free public transport travel” campaign. The speech was aimed at people aged 25 to 69 with a medium to high household income in Western Switzerland.
Cross-media orchestration for maximum impact
Lucerne Tourism used cross-media communication measures with Swiss Post Advertising to activate the campaign: the selected target group received an initial e-mail and a reminder e-mail. People who interacted with the e-mails also received an addressed postcard mailing. The service was also shown via a content teaser in the SBB newsletter and via display ads on the SBB website and in the SBB mobile app.
Winter campaign turns attention into bookings
The strategy not only achieved a high level of reach and awareness, but also specific interactions with the target group. The offer was finally sold out and led to around 1,000 hotel bookings. Numerous enquiries also underscored the high level of interest – a success to which the campaign contributed significantly.
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The collaboration was very polite and straightforward. Despite the tight schedule, we received excellent support and were able to plan flexibly. Personal support and clear reporting were particularly valuable. Overall, it was our second very successful campaign with Swiss Post Advertising.
André Burri, Marketing Manager, Luzern Tourismus AG
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