A local guide for a global audience

We redesigned Geneve.com, the official Geneva Tourism website, around a simple idea: if you want an authentic experience, trust a local. The site is now a local guide to a city with far more to offer than many visitors realise.

From promotion to invitation

To support their new positioning of becoming a local guide, we shifted the experience from one of promotion to one of invitation—inspiring people to explore the many contradictions and wonders of the city.

Geneva is uniquely situated. We knew that imagery would be key to creating drama and richness, and to celebrating those unique aspects. Key areas are brought to life using an on-the-ground and candid perspective. Incidental moments, curated from homegrown sources, help build an Instagram-style appeal. Textures, patterns, depth of field — each shot helps support the feeling you’re in the hands of a local who can show you things no one else can.

The site invites visitors to explore what the city has on offer in different ways. An immersive video that highlights contrasting aspects of the city and draws focus to something that can be booked within the video frame.

Motivations and seasonal experiences

Using their motivations for visiting Geneva, we can help visitors find the most relevant and exciting content for their stay.

Geneva changes dramatically by season, and we wanted to bring to life the myriad of experiences throughout the year. Knowing their motivations for visiting Geneva, we can help visitors find the most relevant and exciting content for their stay.

The ‘Trip Path’ enables visitors to favourite activities and build their own collections of interests. The site can then work harder for them and guide them to things they might want to consider. They can also look to local curators within the site who share their interests for further inspiration.

For the Geneva team, having access to this data meant they could gain a better understanding of their visitors’ needs and continue to offer more relevant options. So, the site becomes an always-improving experience of test and learn.

The site is a cornerstone of our program and Else really understood the shift we wanted to make—by creating this local guide which accompanies tourists visiting Geneva in an authentic and personal way. We are very pleased with the early results.

Céline Briod, Director of Digital, Geneve.com