How Basel makes a brand - with the branding box for the ESC
The «Friends of Eurovision» branding box, created by Mona and Mateo in collaboration with SRF, is at the heart of Basel Tourism’s campaign. It aims to show how a city can benefit from the Eurovision Song Contest through smart branding—even without access to official branding elements.
When the Eurovision Song Contest 2025 takes place in Basel, the city will be in the international spotlight. For Basel Tourism, this is much more than just a major media event - it is a unique opportunity to present Basel as an open, creative and hospitable destination. The aim is for the attention generated by the ESC not to simply pass by, but to have a lasting impact on the city's positioning. Guests should experience Basel as an inspiring host city that impresses not only with its infrastructure, but also with its attitude.
Creative response to the limits of trademark law
The challenge here is that the official image of the ESC may not be used by third parties for marketing purposes. Smaller businesses in particular, which are an important part of Basel's identity, would have little opportunity to visibly participate in the event. This is precisely where the idea of the "Friends of Eurovision" branding box comes in. The toolbox should make it possible to make the ESC spirit visible in the city without violating legal regulations. The branding box was created in cooperation with SRF and was developed by the agency Mona and Mateo developed and implemented.
What the Branding Box does
The box developed by Basel Tourismus contains various advertising materials such as posters, stickers, pins, beer mats, tattoo sheets and postcards. Everything has a visually independent design, but fits harmoniously into the atmosphere surrounding the ESC. Businesses in the canton of Basel-Stadt - in particular stores, restaurants, hotels and cultural institutions - were able to obtain the box free of charge and thus become part of a city-wide presence. The specially developed "Friends of Eurovision" logo may also be used - a unifying element that contributes to recognizability without making use of protected trademarks.
Cityscape and attitude as a joint appearance
The concept goes far beyond decorative effects. It aims to make Basel's welcoming culture visible and tangible. At a time when urban hospitality is increasingly contributing to differentiation, this can be a strong signal. Anyone walking through the city should feel that Basel welcomes people - together. The branding box thus focuses on a positive and uniform image that invites both guests and locals to be part of the ESC. At the same time, the project demonstrates how local identity, brand management and international events can be combined - without license agreements, but with impact.
A project with a broad impact
The branding box is part of a broader strategy by Basel Tourism to involve as many people as possible in the ESC - emotionally, creatively and culturally. It is complemented by the "Tell Your Friends" activation campaign, which encourages people to recommend the event to others, as well as a broad-based public value program run by the Canton of Basel-Stadt and SRG. This includes formats such as an over-60s disco, school projects, urban art campaigns and special exhibitions - all with the aim of bringing the ESC into the heart of society. Delegations also benefit from customizable city tours, while new tour formats such as Pride tours or AR city walks allow visitors to experience Basel from unusual angles.
