"Swiss Myths" Campaign
Switzerland Tourism tasked us with getting North American vacationers (35+ with household income $100k+, i.e., not backpackers) to consider Switzerland when planning their summer vacations.

The idea: Dispel common myths that vacationers have about traveling in Switzerland. To accomplish this we sent Michael, a self-proclaimed travel investigator, to see what was really going on there and film his experience in a series of short, myth-busting web-series. Participants were encouraged to bust myths by watching the series and answering trivia questions for a chance to win kitschy prizes.

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