Tourism organizations want to coordinate advertising better

At the Tourism Industry Day in Bern on Wednesday, the major Swiss tourism organizations made a commitment to more coordination in national advertising. This would improve the impact and quality of advertising. The tourism organizations are convinced that greater coordination can unleash synergies. Jürg Schmid, Director of Switzerland Tourism, said in a press release that Switzerland not only deserves the best national advertising and brand strategy, it is strategically dependent on it in the long term. Schmid favours a restriction to the organizations Switzerland Tourism, Presence Switzerland, Location Switzerland and possibly Swissinfo. An expansion to include organizations in agro-marketing or foreign trade, as proposed in a Federal Council report to parliament, would be visionary but difficult to implement. The merger in the core area should be visualized with a uniform brand management across all national advertising organizations in order to ensure a visually strong and distinctive national image.