Crusade for the fatherland
Location marketing company Spillmann Felser Leo Burnett has launched an unusual image campaign to attract more foreign entrepreneurs to Switzerland.
Location marketing company Spillmann Felser Leo Burnett aims to attract more foreign entrepreneurs to Switzerland with an unusual image campaign. "Switzerland. Discover the plus." This is the claim for Switzerland's location marketing campaign. And this claim of the Plus must now be filled with content. The aim of a campaign just launched by Spillmann Felser Leo Burnett is to promote Switzerland abroad: as an interesting location for international companies. As a diverse vacation destination. As a platform for research and education. And as a safe and beautiful place to live. These are all values that the modern and traditional Switzerland of four cultures stands for. For the spiritual fathers of the campaign, these are also values and characteristics that "make our country unique". The project manager on the client side is Jörg Krebs, Location Marketing Public Sector Euro 2008.
Switzerland at its bestThe agency Spillmann Felser Leo Burnett, which has already attracted attention and won several awards for its advertising for Switzerland Tourism, has now created advertisements for Switzerland's location marketing - "i.e. for Switzerland", as strategist Rolf Zimmermann puts it - to communicate precisely these values and characteristics abroad. More precisely: in Germany, England, France, Italy, Holland, Russia and Spain. The advertisements present Switzerland at its best - which, for once, is not supposed to be its best side in this campaign. From now on, Switzerland will be advertising neutrality with cheering Swiss football fans, greatness with a microscope image, celebrity with Heidi and stability with the Matterhorn. From June 2007, the images will appear in the foreign press and on the Internet at switzerland.com.
The international print campaign is complemented by a roadshow with an artistically striking installation. SFLB is having an eight-meter-high Swiss cross travel all over Europe. The first stop is in Valencia, right next to the Alinghi racing yacht, which is also set to cause a sensation for Switzerland this summer.
Three-dimensional national flagThe Swiss cross is "one of the most striking flags in the world", say the creative minds at SFLB. For their campaign, they designed the well-known symbol three-dimensionally from five shipping containers. The icon was built by the company Scheifele Container.
This immediately striking Swiss cross is not only artistically attractive, but can also be walked on. It not only marks a silent presence for Switzerland abroad. Side events for business, science, education and tourism can also find an attractive stage in and around the Swiss cross.
The campaign of the modern cross was launched last week in Interlaken. In Valencia, visitors can now discover Switzerland and its advantages as both a vacation destination and an economic center as they enter the Swiss cross - with films, photographs and exhibitions on the landscape, people, politics and education.
Andreas Panzeri
Switzerland at its bestThe agency Spillmann Felser Leo Burnett, which has already attracted attention and won several awards for its advertising for Switzerland Tourism, has now created advertisements for Switzerland's location marketing - "i.e. for Switzerland", as strategist Rolf Zimmermann puts it - to communicate precisely these values and characteristics abroad. More precisely: in Germany, England, France, Italy, Holland, Russia and Spain. The advertisements present Switzerland at its best - which, for once, is not supposed to be its best side in this campaign. From now on, Switzerland will be advertising neutrality with cheering Swiss football fans, greatness with a microscope image, celebrity with Heidi and stability with the Matterhorn. From June 2007, the images will appear in the foreign press and on the Internet at switzerland.com.
The international print campaign is complemented by a roadshow with an artistically striking installation. SFLB is having an eight-meter-high Swiss cross travel all over Europe. The first stop is in Valencia, right next to the Alinghi racing yacht, which is also set to cause a sensation for Switzerland this summer.
Three-dimensional national flagThe Swiss cross is "one of the most striking flags in the world", say the creative minds at SFLB. For their campaign, they designed the well-known symbol three-dimensionally from five shipping containers. The icon was built by the company Scheifele Container.
This immediately striking Swiss cross is not only artistically attractive, but can also be walked on. It not only marks a silent presence for Switzerland abroad. Side events for business, science, education and tourism can also find an attractive stage in and around the Swiss cross.
The campaign of the modern cross was launched last week in Interlaken. In Valencia, visitors can now discover Switzerland and its advantages as both a vacation destination and an economic center as they enter the Swiss cross - with films, photographs and exhibitions on the landscape, people, politics and education.
Andreas Panzeri
