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Switzerland Tourism invites women to discover Swiss cities
After the successful launch of the 100% women campaign in March, Switzerland Tourism aims to build on this success with the launch of its city campaign ‘Six in the city’. It is dedicated to female travellers and highlights the uniqueness of Swiss cities that are perfect destinations for a reunion with best friends. The first marketing campaign in the history of Switzerland Tourism targets the female segment exclusively and puts the organisation in-line with a growing global trend of women-only travels.
In 80% of the cases, travel decisions are made by women, regardless of whom they are travelling with*. Among tourists booking adventure, cultural or nature holidays, 75% are women*. National Geographic identified women-only trips as a leading travel trend for 2020. Demand has shifted from traditional wellness trips towards a very broad spectrum of interests. The fact that Switzerland Tourism (ST) is running a campaign that is exclusively aimed at women for the first time in its history not only reflects the spirit of the times, but also responds to a real need.
Of a trailer for a fictional film.
Inspired by the hit TV series ‘Sex and the City’ and the two films derived from it, the creative team at ST came up with the idea of producing a trailer for a fictional film about six girlfriends who live in different countries and embark on a joint city trip through Switzerland and explore Zurich, Lausanne and Bern. They not only learn a lot about the urban lifestyle in Switzerland’s cities, but also about themselves and their friendship. The ‘Six in the City’ trailer whets the appetite for the film and – since it is fictional – for ‘the real thing’ that serves as the inspiration behind it: the chance to discover Switzerland’s cities with a group of girlfriends, based on the recommendations of six characters. The trailer was directed by Swiss filmmaking duo Florine and Kim Nüesch, known as the Nüesch Sisters. An international team of women orchestrated, planned and implemented the campaign at Switzerland Tourism. Switzerland Tourism UK brings the trailer where it belongs, to the cinema. ‘We are very proud that the trailer will be shown at various Luna Cinema venues as of 23rd August and until the end of the season’, says Alex Herrmann, Director United Kingdom & Ireland, Switzerland Tourism.
Swiss towns and cities for women: an inviting source of fascination.
Switzerland’s cities are a constant source of surprise and are best discovered on foot. That’s because, in Switzerland, both well-known tourist sites and lesser-known insider tips are more easily accessible within walking distance than anywhere else: this is true whether you’re looking for natural beauty right in the heart of the city or on its outskirts, nightlife, or a wide spectrum of art and culture. All this is not just sustainable, it’s also extremely refreshing. The safe environment and pleasant atmosphere make for relaxed stays for women travelling alone or as part of a group.
* Source: Forbes 2014
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The ‘Six in the city’ campaign.
After a long period of time in which travel and seeing friends has been difficult, there’s a great desire to meet up and share adventures and good moments together. Switzerland’s cities, in all their variety, offer exactly the kind of escape that groups of friends are looking for. Six such friends are sharing their urban discoveries as part of the ‘Six in the city’ campaign by Switzerland Tourism.
They are Nikki, Inès, Amber, Manon, Chiara and Rose. Six friends, six different personalities – who decide to go on a group trip to Switzerland’s cities together. That’s how the story begins. Just as New York played a central role in the hit TV series ‘Sex in the City’ (1998-2004), it’s Switzerland’s cities that serve as the playground of the six friends, who reveal just a few of their discoveries in a trailer that alludes to the original series. As the film continues, the women take up the story, helping us to discover all the aspects of the Swiss cities that seduced them. The campaign focuses completely on women and shows why Switzerland’s cities are the ideal places to meet up with your best friends.
Active city breaks with Nikki
Nikki, a yoga teacher, cannot imagine a trip away with friends without encouraging them to be active. What better location than Switzerland’s cities to fulfil her calling? It’s so easy to combine fun discoveries with sporting activities here. In her programme, Nikki has included urban bike trips, such as in Locarno, a fast-paced guided tour of Geneva, and a tour of Zurich by stand-up paddle board. For a spot of relaxation after all this hard work, she chose around 15 beaches and swimming pools in the heart of the cities, such as in Bern, where you can swim in the River Aare with breath-taking views of the seat of the Swiss Parliament, or in Locarno, where you can soak up some late-summer sunshine on the magnificent 600-metre-long sandy beach of Lido Locarno. She also suggests escaping for a night or more to hotels in the mountains or surrounded by countryside, but still right next to cities, such as at the Pilatus Kulm***s, on the Pilatus, which overlooks Lucerne, or the Hotel & Lounge Lago Maggiore****, which overlooks Lake Maggiore, above Locarno.
Savouring Switzerland’s cities with Inès
For Inès, a time-pressed businesswoman, enjoying shared experiences with friends (also) involves food. She has noted a few places to try all the flavours of Switzerland’s cities, including some of the most popular bars with a nice terrace for an aperitif, such as “Ta cave” in Lausanne, Switzerland’s leading wine bar, which was set up after a crowdfunding campaign. Her personal bucket list includes urban hotels, 12 locations that reflect their city’s particular way of life, such as the very cool Nomad & Design Lifestyle Hotel**** in Basel or the romantic Hôtel du Lac***** in Vevey.
But Inès’ top tip for an urban culinary stroll is to book a tour with “Taste My Swiss City”: over the course of a single meal, participants head from one restaurant to another and take the time to taste the good things in life in 13 Swiss cities.
History and architecture with Amber
Amber, a young architect, is keen on travelling through time and Switzerland’s architecture with her friends. She takes them to districts where leading names in contemporary architecture, such as Herzog & de Meuron or Richard Meier in Basel have left their mark. Modernity and aesthetics are ever-present as you discover the buildings to which major Swiss museums have recently moved, such as the Musée Cantonal des Beaux-Arts (MCBA) in Lausanne, the LAC Arte e Cultura in Lugano and the Grisons Museum of Fine Arts in Chur. But Amber is not just fascinated by contemporary architecture: she also wants to understand the cities’ history over the centuries by visiting key historical locations, such as the three castles of Bellinzona, a UNESCO World Heritage site, or tracing the textile industry on a walk through St.Gallen or the watch-making industry in La Chaux-de-Fonds. Her heart also flits between past and present: it’s a difficult choice between a stay at a Swiss Historic Hotel or one with a much more modern, artsy design…
Street art, photography, sculpture – Manon loves art of all kinds
Manon, a painter and designer, lives to be creative, and her trip offers an opportunity to find new sources of inspiration in all the forms of art that find expression in Switzerland’s cities. In her notepad full of sketches, she has also noted all the places and experienced that have made a mark here: visits to admire street art in Lugano and Basel, and bike trips through Zurich to see some of the 1,300 pieces of outdoor art – from graffiti to sculptures – scattered throughout its streets. She was particularly struck by the harmony between nature and architecture in several museums, such as at the Zentrum Paul Klee in Bern and the Fondation Beyeler in Basel. Even at the hotel,before going to sleep, she could look at works by famous Swiss and international artists from the comfort of her own bed and dream of coming back soon to see some of the exhibitions featured in the Swiss museums calendar…
No time to sleep, even at night, for Chiara
As a DJ, Chiara is used to a nocturnal lifestyle. More than anything, she loves partying and, during the day, strolling through flea markets in search of vintage pieces. She has tracked down the trendiest bars for her friends, with the most stunning city views at night, such as the Sky Terrace at the Schweizerhof hotel***** in Bern or Rooftop 42 in Geneva. And if you really have to rest, you might as well choose a hotel that also has breath-taking views, such as from the whirlpool on the terrace of the suite at Hôtel Anker*** in Lucerne – perfect for six – or over Lake Maggiore and the surrounding mountains at Locarno’s Belvedere Hotel****. She hopes there will still be some time left to try out the nightlife in all of Zurich’s little open-air bars, to dance and – who knows! – maybe even meet someone…
Recharge your batteries with Rose
A married mother of three, Rose wants to use this getaway to rest and recharge her batteries. For that matter, after all their urban adventures, all six friends will need to top up their energy levels. Rose has chosen some of the best rejuvenating spas and hotels, such as the spectacular Termali Salini & Spa in Locarno and Zurich’s Thermalbad & Spa, with its infinity pool on the top floor and a 360-degree view of the city’s rooftops. From Ayurveda to treatments based on Alpine plants, the range of treatments is so varied that she wonders which each of her friends will choose. For her, a massage using honey produced by the bees at the Hôtel Schweizerhof ***** in Bern seems so tempting…
For more information, please contact:
Myriam Ziesack, Head of Media and Communications UK & Ireland
Phone: +44 (0)20 7845 7691, E-mail: media.uk@switzerland.com
Press release available at: MySwitzerland.com/mediauk
Please get in touch regarding high resolution pictures.
Switzerland Tourism
Switzerland Tourism is the Swiss National Tourism Board with the mandate to promote Switzerland as a premier travel, holiday and convention destination. Based in Zurich, Switzerland, Switzerland Tourism is present in 22 markets worldwide, employing around 240 people. Its office for the UK & Ireland is located in Holborn, London.
