Print-Triggered Mixed Reality Campaign
How Switzerland Tourism Brought the Alps to Indian Audiences Through Immersive Print and Digital Integration
Brand: Switzerland Tourism
Category: Travel & Tourism
Solution: Print-Triggered Mixed Reality Campaign with Cross-Platform Digital Amplification
Industry Background
As travel and tourism brands seek to inspire and engage prospective travelers, traditional advertising formats are rapidly evolving. In an era where immersive digital experiences are becoming a key differentiator, integrating trusted mediums like print with cutting-edge AR/VR technology can unlock new levels of audience interaction. This case study explores how Switzerland Tourism, in partnership with HT Media, delivered a mixed reality campaign that bridged physical and digital worlds, turning everyday newspaper readers into virtual explorers of the Swiss Alps.
The Brand Ask
The Background
Switzerland Tourism aimed to showcase Jungfraujoch – Top of Europe – to Indian travelers, using Olympic gold medalist Neeraj Chopra as the campaign face. The brand wanted to spark aspiration and wanderlust among high-intent travel audiences in India’s metro markets.
The Objective
The goal was to drive awareness and engagement for Switzerland Tourism among affluent, travel-inclined readers, enabling them to experience the beauty of Switzerland through an immersive, interactive journey. By bridging offline (print) and online platforms, the aim was to deliver a seamless brand narrative that captivates and engages audiences across multiple channels.
Audience Targeting & Experience Design
By combining the trusted reach of Hindustan Times and LiveMint with print-triggered AR technology and mobile-first creative, the campaign offered a frictionless user journey. A strategically placed QR code in a print ad invited readers to scan and unlock a 360° virtual tour of the Swiss Alps, without the need for app downloads. To extend reach, homepage takeovers across HindustanTimes.com and LiveMint.com ensured consistent storytelling across devices, engaging users across platforms.
Key Campaign Drivers of Success
- Print-Triggered Immersion: QR code-led AR experience transformed a static print ad into an interactive journey to Jungfraujoch.
- Frictionless Technology: No app download required - users could access the AR experience directly via mobile browsers.
- Unified Brand Story: Print, digital, and social elements were tightly integrated for maximum brand recall and storytelling continuity.
- Strategic Audience Fit: With 85% of HT readers belonging to NCCS A households, the campaign effectively reached a travel-aspirant audience segment.
