The tourism association of Fribourg, the canton situated in the heart of Switzerland, represents the region that perfectly embodies the essence of Swiss traditions, blending its rich history with diverse cultural offerings. As a crossroads between the French and German-speaking parts of Switzerland, it proudly stands as a testament to unity and balance.
But more than just its geographical and cultural significance, Fribourg identifies itself as a “Land of values.” This isn’t just a slogan – it’s a commitment that reinforces every aspect of the Fibourg region, from its renowned gastronomy to its vibrant economy, culture, tourism, and sports.
As the new year was fast approaching, Fribourg Tourism was confronted with a dual-sided challenge as the organization, driven by its customer-centric values, aimed not only to elevate awareness about the variety of winter activities available in the region but also to strengthen the loyalty of its existing clientele, ensuring sustained engagement and promoting Fribourg as a top-of-mind winter destination.
However, navigating the competitive landscape of Switzerland’s famous winter destinations posed a significant challenge for the Fribourg Region, especially when competing with internationally well-renowned destinations like St. Moritz, Davos, Zermatt, and Andermatt.
The mission for Fribourg was not just to stand out from other tourist regions but to articulate the diversity of its winter offerings beyond skiing. The region desired to highlight its attractions’ diversity, attracting visitors with a broad spectrum of tastes and inclinations.
To achieve its goals, Fribourg Region aimed to create a memorable marketing campaign. It was looking for a creative and innovative solution that could boost customer interaction and curiosity, convincing them to explore the region’s diverse experiences in winter. The objective was clear: to craft a campaign that was engaging, resonant, and reflective of Fribourg’s rich cultural offerings and scenic winter landscapes.
Fribourg Region decided to use gamification due to its interactive and engaging nature to successfully attract potential visitors and offer its loyal customers an innovative additional touchpoint. Since the organization aimed to create a prolonged and continuous interaction, they launched a one-month-long calendar campaign, allowing visitors to return frequently and discover new activities in the Fribourg region.
Behind each door of the calendar, participants found enjoyable surprises in the form of a diverse array of rewards, ranging from exclusive vouchers for a meal in a local restaurant over day passes for skiing to tickets for local concerts.
To ensure maximum reach and accessibility, Fribourg Region promoted the interactive calendar prominently on its homepage. It further increased its visibility through varied channels, including feature spots in its newsletters and dynamic promotions on social media platforms. This strategic multi-channel promotion ensured that the charm and allure of Fribourg’s winter wonders reached a wider audience, captivating both the regular visitors of the region and those newly introduced to its diverse attractions.
The results of Fribourg Region’s gamified campaign were resoundingly positive, proofing the effectiveness of gamification in creating engaging and memorable experiences. The interactive calendar drew the attention of over 100,000 visitors and achieved a staggering completion rate of over 90%. This demonstrates the enthusiastic participation and keen interest in the diverse and abundant offerings of the Fribourg region, leading visitors of the campaign to eagerly participate in the daily prize drawings.
Moreover, the calendar achieved a remarkable return rate, with visitors returning to the campaign every third day throughout its one-month duration, totaling ten times per visitor on average. This notable result highlights the significant appeal and reception of the calendar among the participants.
For Fribourg Region, the overwhelming success of the calendar was a testament to the power of gamification as a tool to attract, engage, and retain both potential and loyal customers. It highlighted how interactive and enjoyable experiences can not only enhance brand awareness but also reinforce and strengthen the bond with the audience, leaving a lasting impression and fostering a deeper connection between visitors and the region’s diverse offerings.
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