Launches B2B and B2C marketing campaign for India in collaboration with Switzerland Tourism to promote this offer to the Indian market
The Swiss Pass Promotion offer launched by Rail Europe and Switzerland Tourism is valid on both variants of the Swiss Saver Pass – Four days Swiss Pass and the Four days in One Month, Swiss Flexi Pass. The scheme allows an additional passenger to travel for free on every single purchase of the Swiss Pass and is valid till the end of October this year.
Elaborating on the special offer, Kunal Kothari, Executive Director, Rail Europe India, said, “India is a very vital market for Switzerland, which has a direct impact on Rail Europe. Sales for the Swiss Pass grew by 15 per cent from January-June 2012 compared to the same period last year. This offer is applicable to passes sold through Rail Europe GSAs/PSAs only.”
Ritu Sharma, Deputy Director and Media Manager (India), Switzerland Tourism, revealed that Switzerland Tourism hopes to promote the autumn season in Switzerland through this India specific offer. “India is an important market for us and it is among our top four strategic growth markets along with China, Brazil and GCC countries. Currently, India is among the top 12 source markets for Switzerland and we have been witnessing a 20 per cent year-on-year growth in the last two years. From January-June 2012, we recorded a growth of 12.3 per cent from the Indian market in comparison to the same period in 2011.”
As part of a marketing campaign surrounding the Swiss Pass Promotion, Rail Europe India and Switzerland Tourism have launched a B2B as well as a B2C campaign for the Indian market. “For every three two-for-one Swiss Pass sold by a retail travel agent, he will receive a gift voucher worth Rs 1,000. Additionally, every six two-for-one Swiss Pass sold by a GSA or retail travel agent will see him earn one nomination for the lucky draw for a familiarisation (FAM) trip,” said Kothari, adding that 12 passes sold will earn two nominations and so on and 10 lucky winners will be selected for the FAM trip from a mix of GSAs and retail travel agents (five winners from each category) who sell the passes. While the Swiss Pass Promotion is a global effort, the B2B and B2C campaigns are for the Indian market alone.
Commenting on the B2C campaign, Sharma stated, “This campaign will be rolled out across all media platforms. We will work with major online players such as Rediff and Yahoo among others, and run a facebook competition. Additionally, we will run print and TV ads.” Kothari further added that Rail Europe India sold 2,500 Swiss Passes in the same period last year and the target is to double the number this year.
