Last week we officially released our brand index results and a report investigating the digital landscape of European NTOs. Naturally, we also looked at Mobile& Tablet as major trends and topics the report should give insights to. Switzerland Tourism was identified to be the “Best In Class” example for mobile and tablet due to their strategic approach when it comes to mobile and tablet (Brand Index 2013). Instead of following a “one size fits all approach”, the NTO is actually focusing on providing and delivering a range of apps that showcase the different services they offer without them being lost in one app.
Now, Switzerland Tourism launched a brand new app called “Make My Switzerland” that is very different from other apps as it allows travellers to choose different holiday activities based on their mood. This is quite extraordinary and very fun to use.
PERSONALISATION THROUGH MOOD
Switzerland Tourism is probably one of the first Tourist Boards that offers travellers the choice to browse within the app on the basis of their mood. Travellers can choose between whether they are feeling active, stylish, cultural or social. The app then provides suggestions on the basis of the mood. When clicking on “active” as an example, travellers can choose between different activities indoors and outdoors that are recommended as must do’s in different cities in Switzerland.
UGC WITHIN THE APP
All recommendations within the app in the form of videos and content are provided by local bloggers from Basel, Bern, Geneva, Lausanne, Lucerne, Lugano and Zuerich. This is very interesting and also a great way of making an app completely on the basis of user generated content. Around 30 local “Ambassadors” are showing travellers within the app the best that individual Cities have to offer. Another nice feature within the app is that users can actually see pictures of these locals, see their age, city and profession and which top tips come from these individual ambassadors.
Maps are also another way to find key points of interests for travellers looking for specific activities in line with their mood. These maps are available for individual cities or all cities and have pins showing the things to do when travellers feel stylish, cultural, active or social. This is another very useful way for travellers to get a better understanding of the kind of experiences available.
“Make My Switzerland” is therefore a very nice app that can give travellers great insights. Switzerland Tourism is certainly using user-generated content in an appropriate and inspiring way, ensuring that passionate local ambassadors who lived in the different Cities for a long time share secret tips and must see and have experiences.
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