City of Zurich and Zurich Tourism live Zurich

The 2008 European Football Championships will put Zurich in the international spotlight. For this reason, the City of Zurich and Zurich Tourism are creating a uniform image for the Zwingli city under the motto "We live Zurich". Zurich is to be perceived internationally, nationally and regionally as lively, multicultural and innovative. The claim is also intended to help position the city as a dynamic, creative location for experience, business and innovation, according to a media communiqué. The slogan was designed by Zurich agency Adivco Young & Rubicam. It will be used immediately, which is why a football or Euro-specific claim has been dispensed with. Nevertheless, the slogan "We live Zurich." is intended to make the city on the Limmat - with the momentum of Euro 2008 - known beyond national borders. The budget for the national and international implementation is CHF 2.9 million, subject to the approval of the municipal council on February 7. The ambassadors are Christoph Franz, Fiona Hefti, Heinz Spoerli, Monika Weber, Melanie Winiger and Prof. Kurt Wüthrich.
Marketing activities will focus on the main markets of Germany, Italy and the UK. Zürich Tourism will supplement "We live Zurich." with the question "When do you live Zurich?" The motto will also have an internal impact. The city is looking for projects from Zurich residents in which "We live Zurich." is implemented. A corresponding competition is to be launched at the beginning of May and judged in the fall.