over 200 Students from IMI Hotel Managment School in Switzerland Luzern where researching and gathering all those so important bits and pieces of information which they need to make Luzern for their 2-3 years of international studies in the field of hospitality management and wrapped it all into a free iphone apps as the worlds first ever international student guide. It is giving information about the lovely city of Luzern/ Lucerne on 7 catagories like Top Info, Top Rumours, Why Luzern?, Do's and Don'ts, Education, Food and Student Gems

1. Best COMMUNICATION

2. BONJOUR WORLDWIDE HOSPITALITY SCHOOLS AWARDS - BEST COMMUNICATION 02 • Where are we? Luzern, Switzerland • Who are we? 250 international hospitality management students from over 30 nationalities

3. PROBLEM WORLDWIDE HOSPITALITY SCHOOLS AWARDS - BEST COMMUNICATION 02 • Switzerland has the “ Heidi ” image, old fashioned, a bit boring, not “cutting the edge”) • To appeal more to our main audience of digital natives we wanted to create a relevant project together with our students which could be used as a showcase • In addition more than just for marketing we actually wanted to create and deploy a real product which would be essential to all international students in Luzern

4. SOLUTION WORLDWIDE HOSPITALITY SCHOOLS AWARDS - BEST COMMUNICATION 02 • An international student guide apps for Luzern http://youtu.be/DR1Nz3YsN8w QR codes Just scan this code with your smart device to open the digital content. You will eventually need to download a free QR encoder to your smart device to be enabled doing it.

5. 200 STUDENTS CREATE 1 APPS WORLDWIDE HOSPITALITY SCHOOLS AWARDS - BEST COMMUNICATION 02 • All content has been researched, tested and suggested by over 200 hospitality students from IMI in Luzern • The apps is freely available from the apple store. First version is for iPhone only since over 65% of our students have iPhones

6. ACCESSIBLE THROUGH APPLE STORE AND LANDING PAGE WORLDWIDE HOSPITALITY SCHOOLS AWARDS - BEST COMMUNICATION 02 • A free download from within the apple app store • A specific landing page with relevant information and links

7. START PAGE, MAP AND ALL PARTICIPATING STUDENTS LISTED WORLDWIDE HOSPITALITY SCHOOLS AWARDS - BEST COMMUNICATION 02

8. TOP INFO WORLDWIDE HOSPITALITY SCHOOLS AWARDS - BEST COMMUNICATION 02 All essentials for international students • Essentials for international students

9. TOP RUMOURS WORLDWIDE HOSPITALITY SCHOOLS AWARDS - BEST COMMUNICATION 02 • What is perceived but is not always true about Switzerland/ Swiss people

10. FIND DELICIOUS FOOD OUTLETS WORLDWIDE HOSPITALITY SCHOOLS AWARDS - BEST COMMUNICATION 02 • In different categories the best and cheapest food places available in Luzern

11. DO’S AND DON’TS WORLDWIDE HOSPITALITY SCHOOLS AWARDS - BEST COMMUNICATION 02 • Cultural differences or specialities , important to know if new to Swiss culture

12. STUDENT GEMS WORLDWIDE HOSPITALITY SCHOOLS AWARDS - BEST COMMUNICATION 02 • Those unique special tips and advice which only students know about and are hard to be found in traditional guides

13. COLLABORATE THROUGH WIKI TECHNOLOGIES WORLDWIDE HOSPITALITY SCHOOLS AWARDS - BEST COMMUNICATION 02 • To ensure an effective and collaborative workflow. All students were using a project Wiki

14. CREATING SUPPORTING VIDEOS WORLDWIDE HOSPITALITY SCHOOLS AWARDS - BEST COMMUNICATION 02 • Students created many supporting animations and videos (sample below)

15. CREATING ONLINE SURVEYS WORLDWIDE HOSPITALITY SCHOOLS AWARDS - BEST COMMUNICATION 02 • To ensure relevant data representing the whole student community, many surveys were launched and analysed (Zoomerang free online survey tool was used)

16. PROMOTION THROUGH BLOGS WORLDWIDE HOSPITALITY SCHOOLS AWARDS - BEST COMMUNICATION 02 • To further spread the information students created Blog entries in different categories

17. TARGET WORLDWIDE HOSPITALITY SCHOOLS AWARDS - BEST COMMUNICATION 02 • The main target is international students in Luzern • W e also received good feedback from Expats, Younger tourists and even local people too

18. QUALITY AND SCOPE OF THE CAMPAIGN WORLDWIDE HOSPITALITY SCHOOLS AWARDS - BEST COMMUNICATION 03 • We took about 5000 man hours divided between 200 students • Since the product was unique to the world we had to come up with our own ideas about what would be relevant • We had many beta versions which were tested among our students • In-Apps link from within the official Luzern Tourism city apps and through social media, viral marketing, tagging • All content and ideas was carried out internally and coding was done by an IMI alumni • No agency involved • As a showcase we aim at a global scope but of course the information in the apps is more relevant for students who are actually based in Luzern or plan to move there • Mobile is THE trend of the moment • Cost were CHF 2000.– for coding. Additional resources, manpower and student brains

19. UNIQUE AND INDEXED WORLDWIDE HOSPITALITY SCHOOLS AWARDS - BEST COMMUNICATION 02 • There is no such apps available at all. No international student guide, no crowdsourced and fully student content driven apps • Google today only refers to our apps Definition: Crowdsourcing is the act of sourcing tasks traditionally performed by specific individuals to an undefined large group of people or community (crowd) through an open call. Source: Wikipedia

20. ACHIEVEMENTS WORLDWIDE HOSPITALITY SCHOOLS AWARDS – BEST COMMUNICATION 04 • The number of download since the launch is approximately 700 • We demonstrate the apps at fairs and when we do presentations to schools for new student recruitment and experience throughout positive feedback • Our school has raised its image to be a young and trendy school and students love to be included (tribe building = Seth Godin) and empowerment • We have parts of current student council working on the content update for version 2 • We plan as well to enhance the current version with new features Augmented Reality Treasurehunt Groupons Last 6 months only