Chinese tourists are the 4th largest source of travelers to Switzerland, and the city of Zurich is trying to attract a larger number of visitors. They wanted to introduce WeChat users to an unknown side of Zurich’s culture in a fun and engaging way.
In addition to regular posting of content on Zurich’s WeChat official account, Dragon Trail created a campaign to engage with WeChat followers through a campaign introducing “Sechseläuten”, a festival unique to the city of Zurich, which celebrates the end of winter.
The campaign has a gaming component asking participants to light a match and add logs to melt “Böögg” (a snowman). Powered by HTML5 technology, the campaign was promoted through Zurich Tourism’s WeChat account. Within one month from the launch, more than 2,400 people had taken part, and the WeChat account had gained 700 new followers.
The wonderful partners we work with
Sign up for our free newsletter to keep up to date on our latest news
We do not share your details with any third parties. View our privacy policy.
This website or its third party tools use cookies, which are necessary to its functioning and required to achieve the purposes illustrated in the cookie policy. If you want to know more or withdraw your consent to all or some of the cookies, please refer to the cookie policy. By closing this banner, scrolling this page, clicking a link or continuing to browse otherwise, you agree to the use of cookies.