On the initiative of the Gewerveverein Saanenland (local trade association), all residents of the municipalities of Saanen, Gsteig and Lauenen received a voucher in form of a Gift Card. The gift sent out in June was regarded as Corona aid. It could be redeemed in shops from Zweisimmen to Gsteig and Lauenen, provided they were affiliated with the Gift Card system. The Gift Card is a voucher system for the destination of Gstaad, which has been in existence for several years. The partners in the unique campaign "Hie läbe – hie ichoufe" (live here – buy local) are the municipalities of Saanen, Gsteig and Lauenen, the hotel association, Gstaad Saanenland Tourism and the initiating trade association.

In total, the municipalities of Saanen, Gsteig and Lauenen donated CHF 225,000 to the population, of which 80 percent, i.e. CHF 180,000 were redeemed. Tourism director Flurin Riedi considers this a great success: "Thanks to the great commitment of all partners, the Gift Card was used so often.” He deems the effect on the trade is considerable: “It has promoted local shopping and has a direct effect against the loss of shops.”

In view of the redemption rate and the money that went into the local businesses, the trade association also considers the gift card campaign to be a success. It does, however, raise the question of sustainability, a key factor in the conception of the campaign: "We cannot measure whether we have been able to achieve the desired long-term effect, namely to raise awareness among the population to support local retailers wherever possible. That remains to be seen," says their president, Jonas Wanzenried. 

About one third of the gift cards were redeemed in the gastronomy. Christof Huber, president of the Gstaad-Saanenland hotelier association, is correspondingly positive: "Many businesses were able to benefit from the campaign. We would like to thank the municipalities for their great solidarity and support in these difficult times." He also praised the trade association and Gstaad Saanenland Tourism for initiating and implementing this project. "The Gift Card campaign was a complete success and was greatly appreciated by the local population."

Municipalities
It is difficult for the president of the municipality of Lauenen, Jörg Trachsel, to take stock. He takes a positive view of the numbers of vouchers redeemed. However, the current pandemic situation renders him pensive. "We must learn to live a social life with the new disease, because social exchange is important for our health and wellbeing. At the same time, we do not want to endanger anyone and therefore we are justifiably considerate." This balancing act is not easy to manage, he says.

Toni von Grünigen, president of the municipality of Saanen, reports from the municipal council: "We are pleased that the 2020 summer season has gone well for many local businesses across all sectors despite the COVID 19 pandemic. The campaign "Hie läbe – hie ichoufe" has also contributed to local households being able to support local businesses. "I am particularly pleased that the Gift Cards were redeemed in so many different businesses and industries." "I am also very pleased about the successful collaboration between the trade association, GST and the municipality," he continued.

Gift card on the rise
In addition to the shops and the population, the Gift Card system itself has also benefited from the campaign. "Its popularity has increased greatly", summarises Riedi. People remembered the traditional Gift Cards and redeemed them more often during the campaign.

Based on AvS/Blanca Burri