Promoting St. Moritz in China

Tourism marketing and branding

Initial Situation

Convincing Chinese tourists of the Engadine

St. Moritz, internationally renowned as a premier tourist destination, set itself the challenge of finding new markets. An upwardly mobile China, with the increasing spending power of China’s urban populations and gradually developing interest in FIT tourism presented a wholly new marketing challenge.

The starting point for marketing St. Moritz included the more or less closed internet ecosystem, a character-based language which rendered over 10 versions of St. Moritz in translation, an almost total lack of awareness of the tourism offer and only gradually developing interest in winter sports.

Project Profile

Weibo Follower

Page Views

Approach

Strategy development and operational implementation

The joint Chinese and Swiss Team at Generis AG developed a distinctive marketing strategy to drive market development. The foundations comprised a logo specific to the Chinese market and a standardised translation of St. Moritz into Chinese.

These steps provided the basis for an online marketing strategy and physical presence and collateral to be developed. By doing so, Generis AG undertook the crucial work of defining the high-value «St. Moritz» brand for the Chinese audience as interest grew.

Achievements

Building awareness of St. Moritz

Marketing collaborations with Willy Bogner, renowned Chinese tv network CCTV, Credit Suisse, golf clubs and famous Chinese personalities built awareness of the St. Moritz brand over several years.

Creating the Chinese online platform Sina Weibo generated over 1 million page views in 2017 and in 2018, building awareness of St. Moritz in China. Tourist offers regularly promoted via online platforms delivered much wider distribution than an individual site could achieve.