With tasks such as searching for, analyzing, and selecting creators, setting up campaigns, creating briefings, reporting KPIs, and all the additional tasks involved in active influencer marketing, many brands face the challenge of managing numerous tasks with small teams. Zürich Tourismus proves that with the right tool, it’s absolutely possible! Thanks to the time savings provided by influData in influencer research, along with the high-quality and well-matched results, Luzia has become a one-woman army in influencer marketing at Zürich Tourismus.
The social media team at Zürich Tourismus consists of just two employees, with Luzia handling all influencer campaigns completely by herself. Despite the small team, they successfully ran 9 creator campaigns with a total of 25 influencers in 2024, thanks to the support of influData. Additionally, Luzia also managed influencer requests from the media team, which frequently searches for suitable creators for their specific needs. This means that Luzia is not only responsible for sourcing influencers for her own campaigns but also conducts in-depth creator analysis for the entire brand.
Zürich Tourismus has been running creator marketing for about 7 years and has been a satisfied customer of influData since 2023, the first and only influencer marketing tool the brand has ever used.
At the beginning of the year, Luzia creates a content plan outlining the influencer campaigns to be executed. These campaigns vary in size, ranging from two to twelve creators, with a primary focus on Instagram and TikTok. However, in one of last year’s major campaigns, YouTube influencers were also included. The creators are sourced worldwide – with a focus on Europe. Luzia therefore searches not only in Switzerland for potentially suitable influencers but also internationally. In the tourism and travel sector, this is usually not a problem since many influencers are English-speaking and post in English.
Each campaign always has a specific theme – for example, one for Christmas or a campaign focusing on accessibility in Zürich. Luzia’s task is to find suitable creators for these themes using influData. She prefers to work with new influencers for each campaign to maximize reach and awareness, though she will occasionally collaborate with familiar creators. The primary goal, however, is to reach new audiences. For example, if the campaign focuses on Zürich’s art scene, she looks for influencers who cater to art enthusiasts. This approach ensures that each campaign reaches a fresh and relevant audience by sourcing new influencers.
The influencers aim to showcase Zürich in an authentic way, highlighting its hotels, restaurants, galleries, attractions, and more. They receive a briefing that provides ample inspiration with minimal restrictions, allowing them to conduct their own research, create content freely, and maintain their unique style, including their non-branded content. Luzia finds that this approach consistently delivers great results, as the content delivered is high-quality and typically requires just one round of feedback before going live. The primary focus remains on Instagram Reels and accompanying Stories.
Without influData, finding and analyzing the right creators for such specific requirements would be practically impossible.
For Zürich Tourismus, the influencer’s look and feel must be a perfect fit. This can be quickly assessed using influData’s content search or by reviewing the creator’s profile and past content within the tool. This allows for an immediate first impression of the creator’s visual style. Luzia then analyzes KPIs such as engagement rate and reach to determine whether the influencer can effectively target the desired audience. influData’s dashboard KPIs and audience analysis make this process seamless.
The goal is to generate reach and awareness for Zürich as a tourism destination, create appealing content, and achieve an overall campaign engagement rate of over 2%. For larger creators, an engagement rate of 1% may sometimes be acceptable, but for the smaller influencers that Luzia primarily uses, it should definitely be over 2%.
Luzia also uses influData to analyze influencers who make inbound inquiries to Zürich Tourismus. The insights provided by the tool have often helped her weed out unsuitable influencers. Overall, Luzia is particularly impressed with the influData influencer overview page, where the most important KPIs for an influencer can be seen at a glance. She also uses the influData scores of the creators to assess their suitability and fit.
Zürich Tourismus is responsible for destination marketing and, as such, for positioning the city and region of Zürich as a multifaceted tourism destination.
The organization employs around 75 staff members and approximately 50 freelance tour guides, operating across various global markets.
Zürich Tourismus is committed to sustainable tourism, ensuring that the destination is developed with both visitors and the local population in mind. The focus is on responsible growth, balancing quality of life with tourism to create long-term value for everyone.
