Thursday morning when I checkeded twitter I saw this tweet
A quick google search and I discovered that Geneva is launching a new destination marketing campaign, in London.
What!? Marketing campaign in London!? I have to check it out.
Without giving it a second thought I headed to Canary Wharf to see the attraction – the iconic Jet d’Eau on the waters of Canary Wharf. Incredible.
I arrived there in the late afternoon just before the rush hour to experience this fun and exciting event.
Jet d’Eau replica was operated by pedal power of the two cycle machines set up outside Canary Wharf station. Commuters could try to win a weekend trip to Geneva by pedalling as fast as they could to keep the water pressure as high as possible.
This was the kick-off event of a six week campaign by Geneva Tourism to promote the destination for leisure tourism using the hashtag #jet2geneva.
I think that they took a very innovative approach to destination branding and did (almost) the impossible by bringing the Jet d’Eau to London. I also think that they chose the right area in London to launch the campaign, identifying their target audience both for business and leisure tourism.