1 I Titel/ Name/ Datum

Country and City Branding conference. Kyiv, 08.12.2010 – Jörg P. Krebs, Switzerland Tourism

Ukraine vs. Switzerland. Ukraine Area: 603.700 km2

Population: 45.994.287 GDP per capita: US$ 2,795

Switzerland Area: 41’285km2

Population: 7'785'800 GDP per capita: US $ 69,838

Tourism in Switzerland. –  Overnight stays 71 m

–  Hotels 35.6 m –  Supplementary accommodation 35.4 m –  Tourism turnover USD 29 bn

–  GDP 5% ≙ CHF 25 billion

–  Export share of tourism 5.4% ≙ CHF 15 billion

–  Tourism as top exporting industry: Rank 3

–  Employed in tourism: 175‘000

Switzerland Tourism.

Mission and ressources.

–  Mission of Swiss government: „Develop Switzerland as a holiday-, travel- & congress destination.“

–  Worldwide marketing for the destination Switzerland

–  Financed by the Swiss government, tourism- & corporate partners

–  240 employees in 27 markets

–  Budget USD 80 m

Strategy.

Market

Client

Product

Sector

Organization

7 nearby markets: CH, D, F, I, NL, UK, US)

7 strategic growth market: BRIC, GCC, PL, E

Electronic markets

Best Agers Families DINKS LOHAS Business

4 main campaigns 2 product campaigns

Summer Cities

Winter Meetings

Hotel products

Theme products

Alliances (destination promotion)

Q Switzerland brand

Enjoy Switzerland

Employees Effectiveness measurement Optimize income

Focus

7 I EURO 08 / Workshop Nationalteam Gastgeber / Zürich den 27. November 2007 / TP 03 c/o Schweiz Tourismus

Location marketing Switzerland. UEFA EURO 2008™ - AUSTRIA-SWITZERLAND.

SFV / ÖFB Ausrichter

Euro 2008 SA Organisator

UEFA Veranstalter

Public authorities (CH/AUT):

Government

States

Host Cities

Owner of all rights (tournament/sponsores) To guarantee Tournament

infrastructure and organisation.

Organization buerau: all operative organization including offiical Accomodation, Teamhotels, Referees, Sponsors, Ticketing, UEFA Family

Enabler for: •  Security •  Transport/Traffic

org. •  Infrastructure •  Events and

programs in Switzerland

Players and tasks.

Brief of the location marketing and goals. –  Performance mandate of the Federal Government to market

internationally We strengthen Switzerland as a brand, call attention to our country and generate a positive attitude towards Switzerland, its people and products.

–  Organize, coordinate and execute international marketing of Switzerland covering four subject areas: business, research&education, tourism, lifestyle. We develop lasting business opportunities in all subject areas – the four guiding topics.

–  A platform (four guiding topics) for Switzerland as a place to do business, for research and education, tourism and to live. Switzerland will be remembered as THE game venue.

NO - NON - NEIN. –  We do not promote the tournament or the games.

–  We do not carry out a classic communication campaign (media budget TV/print).

–  We do not directly/primarily target the Swiss population.

–  We do not sell tickets.

Key succes factors (summer 06). 1.  Weather 2.  Köbi‘s national team 3.  Image (quality, security, stability) 4.  Integratet project organisation (team spirit) 5.  Swiss people , Swiss population 6.  UEFA and EURO 2008 SA 7.  Switzerland ≠ Germany 8.  Timing (tactic, speed, focus) 9.  International network 10.  Fair pricing 11.  120%

Trade volume 2004 Tourism 2005 UEFA EURO 2008TM

Country Export Import

Overnight stays in Switzerland

Market share Qualification chances

Most important group opponents

Germany 29.2 billion 44.9 billion 5.56 million 16.9% Very high Czech Republic, Slovakia, Ireland

England (UK) 6.8 billion 4.8 billion 2.03 million 6.1% High Israel, Croatia, Russia

France 12.3 billion 13.4 billion 1.23 million 3.7% Very high Ukraine, Scotland, Italy

Italy 12.0 billion 15.5 billion 1.01 million 3.1% Very high Ukraine, Scotland, France

Netherlands 4.4 billion 6.9 billion 0.83 million 2.5% Very high Bulgaria, Romania, Slovenia

Russia 1.2 billion 0.3 billion 0.28 million 0.8% Medium Israel, Croatia, England

Spain 5.9 billion 3.4 billion 0.35 million 1.1% Medium Denmark, Sweden

Market focus.

June 2006

Switzerland’s Marketing lounge 18.12.2006

One-year-to-go Schweiz

7.6.07

Marketing Mix live I Marketing Mix live II

Final Draw KKL Luzern

2.12.07

UEFA EURO 2008TM

Austria-Switzerland

7.6.-29.6.2008

June 2007 June 2008 December 2007

500 days - UEFA-Claim

24.1.07

January 2007

Switzerland is HOST

Milestones.

5 marketing projects for Switzerland for CHF 12.5 m. Project Mio Swiss francs

1.  Host campagn 1,72

2.  International roadshow 3,0 10 european cities

3.  Events mit UEFA (and Austria) 1,85 Draw 1 Montreux / One-year-to-go Interlaken / FinalDraw Luzern international travel fairs, workshops

4.  Public relations and media services 2,49 media trips, media productionss (TV, Radio, Print) 10 Medicenters (4 Host cities, 4 Team bases, 2 Backoffices)

5.  Promotion material (incl. Distribution) 3,44 brochures, Switzerland.com

Projekt Office(Nachhaltigkeitsprojekte,

Rechtsdienst)Balz Dürst

Corporate CommunicationsChristoph Neuhaus

TPL 01Sicherheit

Martin JäggiKapo SO

TPL 02Verkehr

Thomas BernerBAV

GASTGEBERINITIATIVEPartners: Nationalteam Gastgeber

ÖSTERREICHPartners: CH-Botschaft, HC-Kantone

UEFA EVENTS / TEAM BASESPartner: EURO 2008 SA

ICON ROADSHOWPartners: Host Cities, PRS, seco, ST

MEDIENPartners: Host Cities, nationale Partner

TPL 03Standortmarketing

Jörg P. KrebsSchweiz Tourismus

TPL 04Massnahmen CH/Events

Rainer Gilg

GesamtprojektkoordinationÖffentliche HandAndreas Schaer

(BASPO)

Delegierter RegierungBenedikt Weibel

Leitung Politischer AusschussBR Samuel Schmid

18 I EURO 08 / Workshop Nationalteam Gastgeber / Zürich den 27. November 2007 / TP 03 c/o Schweiz Tourismus

Example 1: Our host programme.

We are EURO. We want to be a perfect host. Federal Council, Mr. Samuel Schmid (Basel, April ‘07)

Our National Team. –  Swiss Confederation

–  UEFA Euro 2008 SA

–  Host Cities

–  Swiss Federal Railways

–  Swiss International Air Lines

–  Swiss International Airport Association

–  Swisscom

–  Prisec (Securitas/Protectas)

–  UBS ARENA

–  Border guards

–  Governmental agency for fan support

–  Swiss hotel, gastronomy and tourism associations

330 coaches (150 organisations) are motivating 60’000 hosts (service providers). 1,500 customs agents, border guards

10,000 airport employees

2,500 railway employees

5,000 taxi, bus and tram drivers

8,000 restaurant and hotel employees

7,000 volunteers

16,000 security staff

1’000 Swisscom employees

9’000 various

23 I EURO 08 / Workshop Nationalteam Gastgeber / Zürich den 27. November 2007 / TP 03 c/o Schweiz Tourismus

Example 2: PR, mediawork, events

PR, Mediawork, media services and events. –  Mediaservices: cooperation, trips (for production place

evaluation // to team region and hotel), story & content support

–  Mediamaterial: Fotos and movies (about Switzerland, the Swiss host cities, team hotels, economy, research, innovation, education, tourism, etc).

–  8 Mediacenters and Call center

–  Events: Draw I, One-year-to-go, Final draw

HC Genève

HC Zürich Backoffice Tödistrasse Callcenter STC

Teambase GER Tenero

HC Bern

HC Basel UEFA Basel

Teambase NED Lausanne

Teambase FRA Chatel-St.Denis/FR

Teambase SWE Lugano

Mediaservices during EURO 2008.

Mediacenters.

27 I EURO 08 / Workshop Nationalteam Gastgeber / Zürich den 27. November 2007 / TP 03 c/o Schweiz Tourismus

Conclusion and learnings.

Learning 1: National Promotion. –  The measures in the area of national promotion achieved

high awareness levels. They reinforced the awareness abroad generated by the event itself. The new approach produced through EURO 2008 for national promotion by Switzerland Tourism, the advertising campaigns, the ICON-Roadshow and SWISS BEACH strengthened Switzerland’s image.

Learning: –  Major events are catalysts for image promoting measures,

especially in tourism. Such events should therefore be supported by appropriate concepts from the beginning. The awareness of and interest in the host country is particularly acute in the run-up period. National promotion concepts must be orientated towards these run-up periods.

Learning 2: Austria-Switzerland –  A combined approach by Austria and Switzerland was

initiated from a very early moment. Learning –  The different positioning of both countries in relation to

national advertising (Switzerland: national promotion and Austria: tourism advertising) did not encourage a common positioning.The integration of the francophone element provided a further hindrance. The joint approach with partner country Austria remained limited to tourist measures.

Learning 3: Organisation –  Switzerland Tourism’s effective market network was

fundamental to the successful implementation of the international activities.

Learning –  Coordinated national advertising works. However, only when

one organisation has the clear leadership role.

Report: –  http://www.stnet.ch/de.cfm/ueber_uns/facts/offer-

Ueber_uns-Facts-328565.html

Conclusion. You need 1.  A vision & fantasy Coporate philosophy

2.  Inspired outstanding team Corporate strategy

3.  Creativity (“out-of-the-box”) Corporate culture

4.  Challenging partners and clients Corporate feedback rules

5.  Motivated trustful sponsors Corporate behaviour

6.  Good financial basis Corporate governance

7.  Communication Corporate communication

8.  Fun Corporate spirit