Known as virals, the clips will be posted every few weeks on networks such as Facebook, Twitter and YouTube, as well as on the website of the international hotel chain. The clips were produced in collaboration with the renowned advertising agency Saatchi & Saatchi.

“The term “viral”, which is taken from the medical field, refers to the mechanism by which a message is passed on from one user to another much like a virus,” explains Debora Scott, Director Brand Marketing at Swissôtel Hotels & Resorts. “We are keen to communicate with our customers in any way that they feel comfortable with - by using this form of word-of-mouth propaganda we will be trying a different approach this time. Of course we can only plant the “virus” - the rest is out of our hands.”