MySwitzerland.com project description

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Intro

50,000 content pages, 14 languages, 22 markets, 400,000 images & videos, 2 public procurements, 6 agencies, 50 project members, 1,200 meetings, 65 sprints, 25 releases. The complete redesign of MySwitzerland.com (including CMS evaluation & migration) is setting new standards.

Project mission

Evaluation of a new CMS solution as a content hub for all digital channels and redesign of MySwitzerland.com (incl. meeting area). Suitable for smartphone and tablet (68%) and desktop (32%). Focus on winning new customers and increasing the inspirational content while maintaining the planning function. Focus on the needs of visitors and increasing visitor satisfaction. Internal process optimisations and increased automation in administration (e.g. translations, image delivery). Preservation of findability on search engines. Read about the overall aims of the project.

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Intro

2019 in figures: 31.5 million visits, 3:10 minutes duration of stay per visit, Alexa ranking of 7,714. Content: 2,300 hotels, 1,500 stays in supplementary non-hotel accommodation, 25,000 holiday apartments, 18,000 events, 4,500 experiences. 1 million newsletter subscribers

Technology: powerful digital platforms

The precision of a Swiss timepiece: the architecture of the brand-new content hub platform includes numerous data import and data export interfaces. Multiple languages (14) and markets (22) as well as automation of data migration, translations and image delivery using AI. Global performance thanks to a multi-CDN solution, with a separate system specifically designed for China. For further details on this topic and the ‘Technology’ category, please click here.

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Public value: accessible to the public

Simplified information architecture for new customers, but also for existing customers in order to provide access to over 50,000 experiences and offers. Re-focusing on the inspiration and integration of user-generated content to increase customer confidence. Content-based partnerships to meet the need for a variety of content. Use of the latest technologies to show the diversity and beauty of Switzerland, even to the Swiss people themselves, and to simplify access to information, for example through the website’s search function and the 360-degree map. Easily accessible content throughout. For further details on this topic and the ‘Public value’ category, please click here.

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Marketing: in close co-operation with visitors

Tailored to the needs of visitors and divided into different key segments. Includes market-specific website features to allow a rapid response to the different market requirements. Encourages longer stays by re-focusing on the inspiration and integration of user-generated content. Use of the latest technologies to show the diversity and beauty of Switzerland, even to the Swiss people themselves, and to simplify access to information. 360-degree concept for online content to draw visitors to the website. Easily accessible content throughout. For further details on this topic and the ‘Marketing’ category, please click here.

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Productivity: Effective and efficient

Delivering the large quantities of data, including images, data sources and texts in 14 languages, in high quality is one of the major challenges facing MySwitzerland.com. In order to maintain the high quality and reduce the manual workload, many recurring processes have been reviewed and, where appropriate, automated. For Switzerland Tourism experts, the system contains a variety of tools to significantly increase productivity.

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Prize-winning

The brand-new offering from MySwitzerland.com puts even more focus on user needs. And does so very successfully. At the World Travel Awards, Switzerland Tourism wins the award in the “World’s Leading Tourism Authority Website 2019” category. 14 national tourism organisation websites were nominated for the World Travel Award in the “World’s Leading Tourism Authority Website 2019” category. Switzerland Tourism won the prestigious award with its revamp of MySwitzerland.com. This is the second time ST has won the award, the first being in 2012.

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