Switzerland.Made irresistible to Australia.
How AIIMS Group connected Swiss Tourism and Ormina Tours through one coordinated destination marketing system—turning cinematic storytelling into reach, website visits, qualified leads and measurable travel intent.
The partnership
A three-way market solution
Swiss Tourism had the destination. Ormina had the itineraries. AIIMS built the demand engine.
The commercial problem was clear: destination desire alone could not become a booking. The campaign needed a real travel product, a measurable conversion path and creative strong enough to make Australians picture themselves in Switzerland before they ever compared a departure date.
Three regions. One story.
Zurich, Jungfrau and Geneva all needed meaningful representation. The requirement became the campaign’s creative architecture—not a forced logo placement.
Australian travel intent.
Campaigns were designed around the realities of long-haul consideration: inspiration first, then product education, remarketing, search capture and lead generation.
Desire connected to action.
Every channel had a defined job, allowing broad destination awareness to move progressively towards website visits, enquiries and bottom-of-funnel conversions.
Creative made for movement
Four short films. Four ways into Switzerland.
The campaign did not depend on one master advertisement. It used a portfolio of short-form films that allowed the platforms to match different destination stories with different Australian travel audiences.
No channel in isolation
Every platform had one job—and one next step.
YouTube created scaled destination attention. Meta converted attention into consideration and leads. Google Search captured active railway-tour demand. SEO created an organic asset designed to continue after paid media ended.
YouTube
Cinematic reach, video views and website traffic to build early audience signals.
Meta TOF
Destination awareness plus regional creative for Zurich, Jungfrau and Geneva.
Meta MOF
Remarketing and website-contact campaigns for travellers showing deeper interest.
Google Search
Bottom-of-funnel capture around railway tours and ready-to-plan travel demand.
SEO
Evergreen Swiss travel content extending the campaign’s discoverability and value.
Measured across the funnel
Tourism storytelling—backed by hard numbers.
The page separates platform outcomes rather than blending unlike metrics. That makes the result clearer for tourism boards, operators and procurement teams assessing the campaign.
YouTube promotion
Scaled reach, meaningful traffic.
Ten promotion lines across website-visit, audience-growth and video-view objectives delivered 3,559,819 impressions and 41,581 recorded website visits from an AUD $8,929.31 investment.
Verified totals: 167,038 views and 1,331 subscribers. Follow-on views were reported separately and are not included in the view total.
| Promotion | Objective | Spend | Impressions | Views | Subscribers | Website visits |
|---|
Meta advertising
622 leads at $26.44 blended CPL.
Four campaigns covered awareness, regional storytelling and website-contact conversion. The Autumn Leads campaign reduced CPL from $65.05 in April to $16.69 in July as the funnel accumulated stronger audience signals.
| Campaign | Leads | Spend | CPL | Impressions | CTR |
|---|---|---|---|---|---|
| TOF — Autumn in Switzerland | 377 | $7,815 | $20.73 | 272,256 | 2.50% |
| TOF — Regional Split | 172 | $5,673 | $32.98 | 147,544 | 3.95% |
| MOF — Website Contacts | 73 | $1,735 | $23.76 | 46,902 | 3.37% |
| TOF — Awareness | — | $1,221 | — | 903,122 | 0.18% |
Demand capture and organic value
The loop closed with search.
Google Ads launched after upper-funnel audiences were established, targeting specific railway-tour queries. SEO pages addressed long-tail intent around autumn travel, rail journeys and regional destination research.
One destination, many entry points
A campaign system—not a single ad.
The creative library combined destination imagery, regional narratives, seasonal cues and travel-product detail across Reels, carousels, feeds and Shorts.
International destination marketing expertise
The campaign capability behind the destination story.
AIIMS Group combines the disciplines tourism organisations usually need to coordinate across multiple suppliers—strategy, film, creative, paid media, search, content, analytics and conversion infrastructure.
Market entry
Audience research, campaign positioning, seasonal priorities and channel architecture for new source markets.
Destination films
Short-form video, campaign cut-downs, social assets, photography and adaptable creative systems.
Paid reach to action
YouTube, Meta, Google, retargeting and conversion campaigns with platform-specific objectives.
Tourism SEO
Destination guides, experience content, structured data and long-tail search coverage built to compound.
Operator integration
Connecting destination awareness to bookable itineraries, lead forms, travel products and measurable paths.
Campaign intelligence
Cross-channel reporting, creative learnings, audience signals, CPL trends and optimisation decisions.
The principle
Destinations are not sold. They are imagined—then made possible.
For tourism and destination teams
What decision-makers need to know.
Which agency worked on the Swiss tourism campaign in Australia?
AIIMS Group planned and delivered the campaign architecture, creative production, paid media and organic content for Ormina Tours in partnership with Swiss Tourism.
What channels were used?
YouTube delivered scaled awareness, video views and website traffic. Meta supported awareness, regional storytelling, remarketing and lead generation. Google Search captured bottom-of-funnel intent, while SEO content created a longer-term organic foundation.
What did the campaign achieve?
YouTube promotion delivered 3,559,819 impressions, 167,038 video views, 41,581 website visits and 1,331 subscribers. Meta generated 622 leads at a blended CPL of $26.44. Google Search added 16 conversions and 1,071 landing-page clicks.
Can this model be adapted for another country or region?
Yes. The underlying framework is designed for national tourism organisations, regional tourism bodies, airlines, travel operators and destination brands entering or expanding within a source market.
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