Jungfrau Region Campaign
Process
Challenge
The tourism businesses suffered greatly during the pandemic, while at the same time the desire for travel and real experiences grew. The campaign had to generate a high level of participation with a limited budget and tight timeframe, function across various channels, and promote both immediate booking interest and long-term brand loyalty.
Solution
At the center was an interactive competition mechanism, where participants could configure their personal Virgin experience world and automatically generate an individual postcard from it.
This postcard, consisting of a dynamic image sequence and a headline, could be shared digitally or physically sent via the Swiss Post's connected postcard API.
As a result, the participants themselves became multipliers of the campaign. Additionally, real experience reports from winners and user-generated content were integrated to strengthen authenticity, SEO impact, and long-term brand loyalty.
Result
With the #DiniWält label, a scalable foundation for long-term brand management and the expansion of the campaign story across multiple seasons has been established.
The cross-media implementation, which combines an interactive landing page, a competition, a postcard mechanism, and social sharing, increased involvement, generated organic content, and improved the visibility of the Jungfrau Region in the digital space.
The website and mechanism are designed so that future seasonal content and partner offers can be easily integrated and continued for multiple years.
