The Tourism Association of Fribourg, located in the heart of Switzerland, represents a region that seamlessly blends rich Swiss traditions with diverse cultural offerings. Positioned at the crossroads between the French and German-speaking parts of the country, Fribourg stands as a symbol of unity and balance.
More than just its geographical and cultural significance, Fribourg proudly identifies itself as a “Land of Values.” This is not merely a slogan but a commitment that permeates every aspect of the region—from its renowned gastronomy to its vibrant economy, culture, tourism, and sports.
As the new year approached, Fribourg Tourism faced a dual challenge. The organization, driven by its customer-centric values, aimed not only to raise awareness of the diverse winter activities in the region but also to strengthen the loyalty of its existing clientele, ensuring sustained engagement and promoting Fribourg as a top winter destination.
Competing with Switzerland’s famous winter hotspots like St. Moritz, Davos, Zermatt, and Andermatt presented a significant challenge. Fribourg needed to distinguish itself from these well-known destinations by showcasing the diversity of its winter offerings beyond just skiing. The goal was to attract visitors with various tastes and interests, highlighting the region’s unique attractions.
To achieve this, Fribourg Tourism sought to create a memorable marketing campaign that would boost customer interaction and curiosity, encouraging exploration of the region’s diverse winter experiences. The objective was clear: to craft a campaign that was engaging, resonant, and reflective of Fribourg’s rich cultural heritage and scenic winter landscapes.
Fribourg Region decided to use Gamification Marketing 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 Marketing 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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No boring sales talk. Individual consulting with proven best practices and industry-specific use cases for your unique gamified Advent campaign.
No boring sales talk. Individual consulting with proven best practices and industry-specific use cases for your unique gamified Advent campaign.
Schedule a live demo with one of our product specialists at your convenience.
We can learn about your requirements, answer questions, and review ways Brame can help your organization to achieve your goals and engage with your audience.
Please submit your information below and we will be in touch shortly to set up a live demo.
