Advertising offensive during EURO 08 for Swiss tourism

During EURO 08, the Swiss Tourism Association is planning an advertising offensive aimed at the target markets of Italy, Germany, France, England and Russia. "Switzerland will invest a total of CHF 15 million," says Jürg Schmid, Director of Switzerland Tourism, in an interview with Sonntagsblick. Around 3500 journalists are expected to attend. "It's interesting that most of the live viewers will be Chinese. This is a huge opportunity for us," Schmid continues.
Schmid finds it "very annoying" that "Austria" comes before "Switzerland" in the naming of the European Football Championship. "Our aim is for the order to be reversed in the minds of visitors after the European Championship," continues the association director.