Switzerland Tourism and komoot focus on female cyclists
In 2020, Switzerland Tourism launched the “100% Women” campaign. The goal is to inspire women with specific sports offers and to motivate them to embark on new adventures. With komoot, the national tourism organization has a long-standing partner at its side to promote the campaign in a targeted manner.
At this year’s Sport.Tourism.Forum 2023, our Senior Sales & Partnership Manager Max Seidl and Anja Roggo from Switzerland Tourism talked about the collaboration for the first time and shared some insights.
„100 % Women“
The growth potential of offers for women in tourism is enormous. This also applies to travel in the categories of adventure, nature and culture. In this context, outdoor sports like mountaineering and biking play an important role in the Swiss market. The number of women who might still become passionate outdoor sports enthusiasts is also correspondingly large.
Switzerland Tourism recognized this potential as early as 2020 and developed the “100% Women” campaign. The campaign is aimed directly at the female target group and is intended to inspire women with captivating content to go adventuring by bike in Switzerland. The opportunity to see female Pioneers as role models, in particular, is intended to empower and motivate women.
In 2023 the wheel gets reinvented
In 2023, attention is now turning to cycling. As part of this year’s campaign, cycling offers specifically for women have been developed throughout Switzerland.
On the one hand, the campaign is intended to bring together women who are enthusiastic about cycling and have them discover Switzerland together. On the other hand, the campaign aims to present Switzerland as an attractive destination for cyclists.
Two companies, one shared goal
The partnership between the two companies has already existed since 2016. For this year’s “100% Women” campaign, however, Switzerland Tourism is working with komoot for the first time. The successful collaboration is based on the two companies’ shared values and their focus on community building and adventure.
komoot is also leading the way on the topic of diversity and is increasingly creating more visibility for women in cycling. A successful example of this commitment is the komoot Women’s Rally, which has been held regularly since 2021. The idea behind the event is to create a space for women in cycling to feel comfortable and experience adventures together.
komoot’s role in the “100% Women” campaign
The “100% Women” campaign is an international campaign. The first step was to define the preferred sports as well as the markets. The creation of the content is done by komoot editors.
As a final step, the Tours are promoted as Sponsored Collection in the inspiration feed of the target group. In addition, ambassadors within the different target markets, who enjoy high visibility and credibility within the community, were engaged.
Komoot as a platform is the right choice for Switzerland Tourism because it is known for being an optimal tool for inspiration. The goal is to offer specific Collections that encourage people to discover Switzerland by bike. Completed Tours can be easily tagged with Switzerland Tourism’s profile on komoot and thus shared with even more women.
On komoot, it’s not about competing with or comparing yourself to others. It’s more about being inspired and motivated and interacting with like-minded people!
Opportunities for Swiss tourism businesses
The campaign will showcase various Swiss destinations. As early as 2022, the industry was asked to develop cycling offers specifically for women and submit them to Switzerland Tourism. With the launch of the “100% Women” campaign on March 8, 2023, these will be prominently displayed and promoted in the Women Travel Hub as well as on Switzerland Tourism’s komoot profile. The goal is to have an attractive offer for every interest, every season and every type of bike enthusiast.
Let’s join forces!
Do you have an outdoor campaign planned and want to inspire your target group? Come and join forces with us! Together, we’ll create a roadmap and make sure your content gains reach and sparks interaction.
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