Switzerland Tourism Optimizes the Sweetest Switzerland Campaign with Jordi Roca

A Meta Ads strategy far exceeded web traffic and video view goals, combining the appeal of the destination with the reputation of one of the world’s top pastry chefs.

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Challenge and Results

Switzerland Tourism is the official marketing organization promoting the country as an international travel destination. Its mission is to inspire travelers worldwide to discover Switzerland’s culture, gastronomy, landscapes, and unique experiences.

To strengthen positioning and attract a gastronomy- and travel-oriented audience, the organization collaborated with Jordi Roca, the chef at El Celler de Can Roca who was recognized as the world’s best pastry chef by The Best Chef (2023) and Restaurant (2014). The result was a nine-day journey with the chef and his family, visiting Switzerland’s sweetest cities and regions—Geneva, Le Moléson, Gruyères, Fribourg, Zurich, and Basel—and sharing the experience on social media.

1

Connect Gastronomy and Tourism in an Engaging Story

The campaign revolved around a gastronomic tour led by Jordi Roca and his family. Through their personal experience, products, traditions, and destinations were highlighted.

2

Social Media Promotion with High-Impact Visual Content

Meta Ads served as the main channel, targeting audiences interested in travel and gastronomy. Videos and posts focused on conveying the experience in an inspiring and visually appealing way.

3

Exceed Traffic and View Goals

The strategy combined optimized creatives and formats designed to maximize views, surpassing initial objectives.

+86%

Clicks

The campaign exceeded the planned click target by 86%, boosting engagement as a result of the content.

+225%

Website Visits

Web traffic tripled initial expectations, attracting users highly interested in the destination.

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