"Swinglish" with Letterli: Wirz is again drumming up support for Switzerland as a business destination
Following last year’s premiere, Urs Letterli once again narrates this year’s SCIB campaign film in school-level English. In Switzerland, the view is far too beautiful—even at meeting venues—so beautiful, in fact, that something needs to be done about it.
Demand for business events in Switzerland has continued to recover in 2023 and is already around 77 %Ppercent of pre-pandemic levels (source: SCIB database). This trend shows that the world craves face-to-face meetings, despite the increased use of virtual or hybrid meetings. In this context, the Switzerland Convention & Incentive Bureau (SCIB), ST's specialist division for meetings and congress tourism, is presenting its new tongue-in-cheek campaign to attract business event managers worldwide to Switzerland.
Compared to other countries, Switzerland offers not only an outstanding meeting infrastructure of the highest quality, but also security, short distances, sustainability and optimal event locations - which can be much more than just a backdrop for business meetings and seminars.
Again humorous "Swinglish" with Letterli
After last year's premiere, this year's SCIB campaign once again features Urs Letterli guiding the viewer through the new film in his best school English. In Switzerland, the view is far too beautiful even in meeting locations - mighty mountains, crystal-clear lakes and picturesque boutique towns distract far too much from business. Fortunately, however, there is the perfect solution to this problem: "Fänschterläde!". Mr. Letterli knows: concentration immediately increases again if you simply block out the panorama with shutters.
The film was conceived by the Wirz Group advertising agency in collaboration with ST. Halioua Film was responsible for production andSir Mary for distribution.
"This campaign primarily addresses potential decision-makers and planners of international business events, both in the Swiss home market and in Europe and overseas. We use a lot of humor to draw attention to Switzerland - an ideal complement to our day-to-day promotional activities," explains Barbra Albrecht, Head of SCIB and member of the Executive Board of ST.
Online event planner and sustainability focus
The campaign presents the SCIB's optimized online event planner, a planning tool with a variety of filter and search functions. The campaign landing page also refers to the topic of sustainability and includes valuable tips and assistance for the sustainable organization of business events, such as contacting sustainable suppliers or advice on reducing emissions.
YouTube for LinkedIn and Instagram
The campaign starts on Monday and, in addition to the home market of Switzerland, is aimed primarily at the local markets of Germany, the Benelux countries, France, the United Kingdom and Ireland, as well as Scandinavia. Overseas, the focus is on North America. The campaign clip has been published on YouTube and is now primarily being played out on LinkedIn and Instagram to potential customers and organizers of business events of all kinds. The campaign will run until the end of the year.
Responsible at Switzerland Tourism: Barbra Albrecht (Head of SCIB), André Hefti (CMO), Martin Pally (Head of Campaigns), Alexandra Schedler (Campaign Manager), Pascal Bloch (Multimedia Production Specialist), Bernhard Rhyn (Project Manager SCIB), Katharina Frede (Marketing Distribution Manager), Natalia Sizova (MICE and Digital Manager), Sonja Honegger (Content Manager), Kim Corpataux, Matyas Fabian (Multimedia Producer), André Meier (Project Manager Photo), Nadine Ackermann (Graphic / Media Designer), Giulia Rossi (Trainee Campaigns). Responsible at Wirz Group (Creation): Livio Dainese (Co-CEO), Matthias Fürst (Creation), Florian Siegrist (Creation), Elena Gabriel (Creation), Julia Keller (Strategy), Erasmo Palomba (Agency Producing), Andrea Müller (Consulting), Nadia Bruni (Consulting). Responsible at Halioua Film GmbH (Film Production): Janic Halioua (Executive Producer, Director & Director of Photograpy), Meret Früh (Producer), Noah Debbabi (Postproduction). Responsible at Sir Mary (Media Planning): Katharina Günther (Head of Media Planning), Céline Zemp (Senior Digital Operations Specialist), Sira Wengi (Digital Planner & Consultant).
