Swiss Roots created a strong presence in the USA with little money
Swiss Roots was the name of Switzerland's biggest image-building advertising campaign in America to date. In an interview with SDA, the outgoing Consul General in New York and head of the campaign, Ambassador Raymond Loretan, draws a positive balance.
Swiss Roots was the name of Switzerland's biggest image-building advertising campaign in America to date. In an interview with SDA, the outgoing Consul General in New York and head of the campaign, Ambassador Raymond Loretan, draws a positive balance.
From March to September this year, over 150,000 people in the USA learned about Switzerland at more than 130 events. Consul General Loretan considers the exhibition of the Federal Charter in Philadelphia to be the most successful. In any case, Loretan believes that the marketing of Switzerland in the USA is usually met with a receptive ear. Too often it is still confused with Sweden, but among those who know Switzerland, it enjoys an excellent reputation. It is important to build on this. The task involves a balancing act between the proven qualities of the Swiss brand - quality, reliability, punctuality - and the new Swiss self-confidence as a high-tech country of science and business with a flourishing art scene.
In the SDA interview, Loretan emphasized that image-building measures must always be sustainable. In recent years, a considerable network has grown up that can now continue to be used as a marketing tool - such as the Swissroots.org portal. The advertising activities were not only financed by the state, but above all by the American private sector. In this way, Swiss Roots achieved high visibility with a small budget.
From March to September this year, over 150,000 people in the USA learned about Switzerland at more than 130 events. Consul General Loretan considers the exhibition of the Federal Charter in Philadelphia to be the most successful. In any case, Loretan believes that the marketing of Switzerland in the USA is usually met with a receptive ear. Too often it is still confused with Sweden, but among those who know Switzerland, it enjoys an excellent reputation. It is important to build on this. The task involves a balancing act between the proven qualities of the Swiss brand - quality, reliability, punctuality - and the new Swiss self-confidence as a high-tech country of science and business with a flourishing art scene.
In the SDA interview, Loretan emphasized that image-building measures must always be sustainable. In recent years, a considerable network has grown up that can now continue to be used as a marketing tool - such as the Swissroots.org portal. The advertising activities were not only financed by the state, but above all by the American private sector. In this way, Swiss Roots achieved high visibility with a small budget.
