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