Key Partnership 2020.BeNeLux.

Overnights 2018 Switzerland.

2018 vs. 2017§ BeNeLux: +3.9%§ Netherlands: +4.5%§ Belgium: +3.9%§ Luxembourg: +0.4%

+ 50’177 Overnights

3

Segments.

Your Hashtag.

Our Hashtag.

Your elevator.

Our elevator.

Hypertargeting Campaign.

§ Target based on three criteria:§ Interests and hobbies§ Professional background§ Physical location

§ Market specific comparisons of real-life situations and how we interpret it in Switzerland.

§ Distribution depends on topic, timingand target group.

10

1

2

3

Hypertargeting Campaign.

§ Mix of digital, social media and out of home advertising.

§ All exposure pays into positioning of your region/destinations.

§ Exposure on dedicated landingpage on MySwitzerland.com

§ Integration of bookable offers

11

Sustainability sells.

12

Sustainable Travelling.

§ Sustainable way of living is an essential part of the Swiss culture. But we haven’t been promoting it so far.

§ There is a strong need for a conscious way of travelling. So we need to co-create and merge our strengths: Destinations, travel media, tour operators & scientists.

§ Content creation by media about sustainable travel experiences in your region.

§ Creation of two business cases for you as a key partner.

13

Sustainable Travelling.

§ Combination of 4 tools§ Research Project: strong ground base for the

campaign & tool to present newsworthy and catchy pitch stories.

§ StoryMakers Event 26/09/2019: Switzerland as exclusive host country where a selected group of media, brands, destinations and experts shed light on responsible tourism.

§ Sustainable Ambassador Trip: A 4-day sustainable travel experience for a selection of media, bloggers, scientists and entrepreneurs.

§ Sustainable Ambassador Summit: The groups share their experiences and present their business concepts for the Swiss regions during the train ride back to the Benelux.

14

The Authentic Story of Switzerland.

§ Switzerland as prime conscious traveldestination§ Travel stories, tips for itineraries and activities§ Interviews with leading Swiss ecotourism

pioneers

§ Print production in cooperation withcommunity house ’New Skool Media’ § Leading publishing network in NL§ Publisher of 21 special interest magazines

15

The Authentic Story of Switzerland.

§ Look and feel§ 32 pages, 185x145 mm

§ Recycled paper/compostable biofoil

§ Supplement of magazines

§ Target group§ Heart for the environment and humanity

§ Strong, autonomous and curious

§ Active, dedicated and involved

§ Empty nester, well bourgeois

§ Circulation 140.000

§ Reach:1.500.000

16

Titles Circulation Topic

Columbus 23.000 Off the beaten track

Zin 22.000 50+

Delicious 23.000 All about food

Roots 14.500 In the middle of nature

Season 25.500 Inspiration for outdoor life

Fiets 19.000 Roadcyclist

Fietsactief 12.500 Recreational cycling

Cycling with Fabian Cancellara.

17

Cycling is religion in Flanders§ Target group: MAMIL’s

§ 34- to 55-year-old middle class men with a career, family and mortgage/property.

§ They spend an enormous amount of time, money and energy on roadcycling.

§ ’Green cycling’- addicts: They get endless pleasure from cycling together in nature. It gives them peace, empties their heads, makes them escape from the daily grind and brings them in a form of mindfulness.

§ Key partner exposure:§ Launch ‘Chasing Cancellara Event’ in Flanders: Press

conference, presence during the event, active participation in the cycling race to better understand the needs of your target group

§ Targeting campaign: Mix of online, SoM and advertising

NKBV Cooperation.

Royal Dutch Mountaineering Association§ Member increase to 65.000 members§ Average age of 41 years

Key Partner Exposure:§ Media communication§ Newsletter to 48’000 addresses§ Social Media platform with 22‘000 followers§ Mountaineering day participation

09.02.2020 (5000 visitors, host a workshop)

18

Key Media Management.

Your benefitPriority in media work for BeNeLux thanks tostrong media experts in AMS&BRU

Media Management covers§ Participation at summer launch event§ Priority for organisation media trips§ Monthly press release§ Monthly eMedia newsletter§ Press documentation for ST activities

Key Account Management.

Your benefitPriority in several activities of ST BeNeLux. Re-Launch of Key Account Management.

Key Account Management covers§ Creation of new packages with tour

operators§ Organisation of fam trips§ Organisation of sales calls in market§ ...

Key Partnership Costs.Summer.

Your Summer Package.

Content Total ST BeNeLux PartnerBeNeLux PackageHypertargeting Campaign / Sustainable Travelling / The Authentic Story of Switzerland / Cycling with Fabian Cancellara / NKBV Cooperation / Key Media Management / Key Account Management

CHF 102’500 CHF 30’000 CHF 72’500

Key Partner Package CHF 102’500 CHF 30’000 CHF 72’500

Segments.

Swiss Ski Safari.

Swiss Ski Safari with Snowplaza§ Promotion on leading winter sports portals

in Benelux: § snowplaza.nl§ snowplaza.be§ skiinformatie.nl

§ Posts on related Facebook & Instagram§ Additional promotion via influecers SOM

accounts§ Max. 2-3 destinations per region§ Production & broadcast Winter 2020/21§ Total reach ca. 275.000/destination

Swiss Ski Safari.

Key Partner Exposure:§ A Duch influencer and Snowplaza content

creator visit different Swiss Winter destinations§ Creation of original content:

§ 2x 20-min. live broadcasts per resort on Snowplaza Facebook

§ 2 Posts per resort on skiinformatie & snowplaza Instagram

§ Blog article on each destination on snowplaza & skiinformatie

§ YouTube video post on incluencer’s account§ Possibility of integrating an interactive

competition

Pasar.

Pasar§ Established Belgian recreational organization for

outdoor sports enthusiasts§ 28.000 members§ Platforms:

§ Pasar Magazine§ pasar.be§ Pasar e-newsletter

Key Partner Exposure:§ 24-page Switzerland Winter insert§ 4-6 pages per partner§ Presence on pasar.be, newsletter, social media§ Content based on media trip

§ Ca. 200.000 contacts monthly reach§ Release: Oct/Nov 2020

NSV Cooperation.

Nederlandse Ski Vereniging (NSV)§ Dutch Ski Federation, 65.000 active members

Key Partner Exposure:§ Wintersport Magazine

§ 6-page advertorial in 10/2020 or 11/2020 edition § 4-page advertorial in “Diamonds of the Alps”, special insert

distributed with 12/2020 edition of Wintersport Magazine§ wintersport.nl

§ Official NSV website§ Theme page of region/destination§ Destination of the week on homepage§ 12-15 min. video on NSV Snow Show web TV§ News item in NSV e-newsletter§ Facebook posts

§ Ca. 800.000 contacts

Key Media Management.

Your benefitPriority in media work for BeNeLux thanks tostrong media experts in AMS&BRU

Media Management covers§ Participation at winter launch event§ Priority for organisation media trips§ Monthly press release§ Monthly eMedia newsletter§ Press documentation for ST activities

Key Account Management.

Your benefitPriority in several activities of ST BeNeLux. Re-Launch of Key Account Management.

Key Account Management covers§ Creation of new packages with tour

operators§ Organisation of fam trips§ Organisation of sales calls in market§ ...

Key Partnership Costs.Winter.

Your Winter Package.

Content Total ST BeNeLux PartnerBeNeLux PackageSwiss Ski Safari / Pasar / NSV Cooperation / Key Media Management / Key Account Management

CHF 60’000 CHF 14’500 CHF 45’500

Key Partner Package CHF 60’000 CHF 14’500 CHF 45’500