From May 13 to 17, 2025, the Eurovision Song Contest put the city of Basel in a musical state of emergency. While the competitions themselves were held in the St. Jakobshalle, Hall 1 of Messe Basel was home to the Eurovision Village, among other things. This central meeting place became a beating heart for ESC fans from all over Europe and offered a varied program with live concerts, public viewing and catering options.

For the atmospheric design of this spatial experience, the MCH Group turned to the strategic creative agency Yellow with a large-format project. The task was to design a banner that stretched over 600 meters and ran through the entire space.

The design set visual accents in the spacious exhibition space as part of the ESC branding specifications. The creative team took into account both the technical features of the truss construction and the functional division of the hall into different experience zones. Yellow developed a visual concept for each sector that supported the respective function of the area and at the same time ensured a coherent overall picture. In keeping with the ESC motto "United by Music", Yellow's design concept helped to ensure that the 190,000 visitors were able to experience the international music festival in an appealing and atmospheric environment.

Responsible at MCH Group: Lorenz Schibler, Fabian Petignat (external). Responsible Agency: Yellow.

The Basel Wine Festival is one of the most visited wine events in Switzerland. The logo and the characteristic image with the wine glass are firmly anchored in the communication. In order to position the 2024 edition even more clearly, the MCH Group commissioned Yellow to further develop the campaign appearance. The aim was to supplement the tried-and-tested elements with a clearer and more offensive message. With this realignment, the MCH Group aims to further strengthen the position of the Basel Wine Festival beyond the region.

Yellow has taken up the special position of the Basel Wine Festival as a meeting place for professionals and consumers. In its headlines, the new campaign playfully links the world of wine with the people who meet and exchange ideas at the festival. The messages were placed in trade and consumer magazines in the wine and gastronomy sector as well as in traditional consumer media. At the same time, the campaign ran on the MCH Group's social media channels and in a broad-based online campaign. The creations were also used as outdoor advertising in the Basel region.

Responsible at Messe Basel: Alexander Däppen (Marketing & Communications Manager). Responsible agency: Yellow.

The results of the study highlight the MCH Group's ongoing commitment to sustainable economic development and show that the company's impact extends beyond Basel and strengthens the entire region - including neighboring areas in Switzerland, Germany and France. "Major events such as Art Basel have a particularly strong public impact and attract hundreds of thousands of guests and tourists every year, who spend locally and thus boost the local economy," says Faber. However, the MCH Group's other events also attract a wide audience to Basel every year. "Our events attracted a total of around 700,000 visitors in 2023. There are signs of a further increase in visitor numbers for 2024. Despite changing market conditions, the demand for exhibitions and platforms for exchanging knowledge and networking remains high," says Roman Imgrüth, CEO Events & Exhibitions of the MCH Group.

Creating jobs and income

What is remarkable is that the MCH Group secures jobs in the region - not only directly, but also indirectly. Every job at the MCH Group in Basel creates five additional jobs along the value chains. This results in a total of 1,668 full-time equivalents (FTE) with a gross payroll of CHF 141 million, which illustrates the considerable employment effect of the MCH Group.

Catalytic effects for the region

The study also shows how the MCH Group acts as a central catalyst for the regional economy. Spillover effects result from the consumer spending of visitors and exhibitors, which generates direct sales for regional companies and creates additional added value, jobs and income. The tourism sector benefits particularly strongly from the activities of the MCH Group. Around CHF 105 million in added value is generated by the hotel and catering industry, the culture and entertainment sector and the retail and transport sectors. Letizia Elia, Director of Basel Tourism, emphasizes: "As an internationally established congress, exhibition and event city, Basel benefits from the high added value generated by these events and the associated occupancy rates in the hotel and catering sector. The thematically diverse events shape the image of the city and carry it out into the world through the international guests."

In addition, local companies such as cleaning services, security firms and consulting agencies benefit from orders that are linked to the activities of the MCH Group. Group CEO Florian Faber emphasizes: "We are proud to be a key driving force for Basel as a business location and see it as our responsibility and core task to continue to generate added value in the future and provide impetus that will further advance and strengthen the region. At the same time, we want to remain innovative, adapt to the changing needs of the industries and be a reliable partner for the regional economy." With over 100 years of tradition, the MCH Group remains closely linked to Basel and, with additional initiatives such as the Exhibition Quarter, is making an important contribution to the revitalization and further development of the city.

The MCH Group, headquartered in Basel (Switzerland), is a globally active experience marketing company with a comprehensive network of services for global clients. Its core business includes unique community platforms such as the Art Basel shows in Basel, Hong Kong, Paris and Miami Beach, as well as major national exhibitions such as Swissbau and Giardina. The Live Marketing Solutions division, with the MCH Global, MC2 and Expomobilia brands, offers customized experience marketing solutions from strategy to creation and implementation. The MCH Group also operates the exhibition halls and the Congress Center Basel as well as Messe Zürich. The company employs over 800 people, around half of them in Switzerland and the USA. In the 2023 financial year, the group generated consolidated sales of around CHF 394 million.

Sales rose by 8.3% to 236.6 million Swiss francs in the first half of the year compared to the same period last year, as detailed in a press release issued on Tuesday. Operating profit EBITDA reached 15.3 million after 20.0 million. However, the result for the first half of 2023 included a positive one-off effect.

MCH also puts organic EBITDA growth for the reporting period at +0.9 million. "After several challenging years, the first clear progress in the turnaround process has been made," the company says. The aim is "long-term financial health as a foundation for sustainable corporate success and significant growth".

Measures for cost savings

The bottom line was a net profit of 3.6 million after 4.7 million in the previous year. A year ago, the result was positive thanks to a one-off effect of CHF 5.5 million, and it was the first time since the first half of 2018 that the company made a profit.

In the first half of 2024, the Group invested in stabilizing its business activities. The 2030 strategy was defined together with the Board of Directors: In the current phase, the company is focusing on improving efficiency and making cost savings. Initial measures have been taken worldwide to improve the organization and processes.

Looking to the future, the focus in the second half of the year will be on achieving a break-even net result. The main objectives are to improve profitability and consolidate earnings. Sales growth is expected to be moderate, mainly due to seasonal fluctuations in the company's own exhibition business in Switzerland.

Successful "Art Basel" fairs expected

However, this should be offset by a strong performance in the USA and the Middle East in the Experience Marketing division, as well as successful "Art Basel" trade fairs in Paris and Miami Beach.

In 2023, MCH had suffered a net loss of CHF 14 million. Most recently, in March, with a view to the current 2024 financial year, the company stated that it would "do everything in its power to break even".

The MCH Group has been making losses since 2017, as it had already been overrun by the transformation process in the exhibition business before the coronavirus pandemic. It was plunged into a real crisis after the Swatch Group, the largest exhibitor at the Baselworld watch and jewelry fair, turned its back on the event. Although Baselworld is now history, MCH is now focusing on numerous other exhibitions - in particular the Art Basel art fair - and on experience marketing. (SDA/swi)

The Giardina garden fair takes place annually in Zurich. The fair is valued above all for its high-quality, often spectacular show gardens. Because not only gardens but also brands need to be regularly maintained, the MCH Group has hired Yellow for Giardina.

In a first step, the Basel agency compared the existing elements with the brand personality and positioning and defined various fields of work on this basis. As part of a multi-stage process, the foundations of the brand were revised and refreshed in the various areas of communication. In the same context, Yellow developed the measures for trade fair communication as well as for visitor advertising and information. As part of an all-round service, the Yellow team also took on tasks in the areas of trade fair communication and signage.

Responsible at MCH Group: Encarnación M. Dellai (Brand Director). Responsible Agency: Yellow.

In operational terms, however, the MCH Group fared better again last year. The core business of exhibitions in particular posted higher sales. Sales in this business segment rose by just under 30 percent to CHF 185.8 million, as can be seen from the annual report published on Thursday.

By contrast, the group's second mainstay, the Experience Marketing Division, suffered a drop in sales (-10 percent). At CHF 393.7 million, the MCH Group's overall turnover remained practically at the previous year's level.

Provision due to parking lot

At EBITDA level, this resulted in a profit of CHF 12.3 million (previous year: CHF 14 million). However, the result was negatively impacted by a provision of CHF 4.2 million. This had to be formed for a tarred surface on a parking lot previously rented in Zurich.

Without this special effect, the MCH Group was more profitable. At CHF 16.5 million, the adjusted EBITDA rose by around 18 percent compared with 2022. However, even after deduction of the provision, the loss of CHF 9.8 million was higher than the deficit of CHF 9.3 million in 2022.

More hesitant outlook

The MCH Group remains optimistic for 2024 and expects further improvements. In addition, "everything possible will be done to reach the break-even point", as stated in the communiqué.

The management of the MCH Group has thus backtracked on earlier statements. Previously, it had definitely expected to be back in the black in 2024. The group has been making losses since 2017, as it had already been overrun by the transformation process in the exhibition business before the coronavirus pandemic. (SDA)

With this starting position, the MCH Group contacted Yellow. The goal was defined as strengthening Ilmac's position as a live marketing platform for business, networking, knowledge transfer and trends. As part of a multi-stage process, a brand foundation was developed that encompasses all aspects of an identity, from purpose to brand promise. For this brand personality, the designers developed a corporate design that is suitable for off- and online as well as moving image applications. The result is a modular concept that allows the individual areas and formats under the Ilmac umbrella the greatest possible individuality while still ensuring a visually consistent appearance. The first implementations of the brand creation are currently being implemented in exhibitor acquisition and online in use.

Responsible at MCH Group: Céline Futterknecht (Brand Director). Responsible Agency: Yellow.

To this end, the Tourism Taskforce, headed by Basel Tourism, and the Culture Taskforce, headed by the Culture Department in the Presidential Department, are to develop concrete measures in the areas of gastronomy, the hotel industry and culture.

With a joint commitment by large sections of the hotel and gastronomy industry against price excesses and for more hospitality, the "I'm part of it" initiative supported by all stakeholders will be launched in 2023. The common goal is to make Art Basel more visible, perceptible and tangible throughout the city with this comprehensive initiative to strengthen the welcoming culture.

Visible and tangible welcome culture

Various measures have been worked out in the two task forces, which are intended to make Art Basel more visible and tangible.

In addition to the launch of the "I'm part of it" communication campaign, flagging along the main axes and visibility on public transport will be increased. In addition, new welcome and information desks will be set up at EuroAirport and at the train stations. Furthermore, Art Basel and Basel Tourismus are planning a Rhine swimming event, and a newly launched cross-restaurant reservation platform will enable Art guests and locals alike to enjoy an uncomplicated gastronomic experience.

The management of the MCH Group sees hopeful signs in the 62 percent increase in sales to 394.1 million Swiss francs and the improvement in EBITDA to 14 million Swiss francs, despite the loss of 9.3 million Swiss francs. The task now is to get the exhibition business, which has been badly affected by the Corona crisis, back on its feet, said Group CEO Florian Faber.

The MCH Group is relying first and foremost on the existing exhibitions. And here, the company is optimistic. Giardina in Zurich was a success, as was the first edition of the newly launched Spring Basel event exhibition. The recently concluded Art Basel in Hong Kong, too, had almost reached its pre-Corona level again, with around 86,000 visitors.

Those responsible are optimistic about the near future. The signs for the upcoming Igeho gastronomy trade fair in November and for Art Basel at the original location of Basel are promising. And for Swissbau, Basel's largest trade fair, scheduled for January 2024, the organizers are confident that they will be able to return to their old successes after the slimmed-down Corona edition in 2022.

At the Basel edition of Art Basel, Faber referred to the newly strengthened cooperation with the various players in Basel - from the canton to the hotel industry to the trade fair. In concrete terms, the aim is to strengthen the attractiveness of the trade fair environment.

No new own trade fairs

The MCH Group does not intend to launch any new exhibitions of its own. And the watch and jewelry business is also being left alone, as Faber put it - garnished with the remark that the MCH Group is very much involved in the current Geneva watch show "Watches and Wonders Geneva" with its Experience Marketing division and as a stand builder.

In the case of guest exhibitions, however, the MCH Group as hall owner still sees potential for increasing capacity. The guest exhibition Fantasy, which was able to attract over 62,000 visitors in 2022, was cited as an exemplary example.

The MCH Group also sees potential for expansion in the congresses. A current example is the Sustainability Days, which are coming to an end on Wednesday. Here, the MCH Group has combined several existing brands, such as the MUT Environmental Technology Exhibition and Smart Suisse, to form a new sustainability congress.

Within the Group, the Board of Directors will be reduced from nine to seven members at the upcoming Annual General Meeting on May 4. In the future, the Board of Directors will consist of two members each from the canton of Basel-Stadt and the anchor shareholder Lupa Systems, as well as three independent members.

The City and Canton of Zurich will no longer be involved. Following the reduction in their shareholdings caused by the capital increase, they have decided not to appoint a delegate.

On this basis, the MCH Group briefed the Yellow team. Another challenge was that established formats such as Smart Suisse and the MUT environmental technology exhibition were included under the Sustainability Days umbrella.

The result is a brand house consisting of an umbrella brand and four subbrands. In order to give the entire event an unmistakable identity while at the same time respecting the thematic individuality of the four platforms, Yellow developed a modular visual world. The result is a diverse, flexible and yet visually consistent image. The first implementations of the brand creation are currently in use for exhibitor acquisition and online.

Responsible at MCH Group: Julien Rousseau (Brand Director), Marina Rusch (Head of Marketing & Communications). Responsible Agency: Yellow.

Faber is the head of the Live Marketing Solutions (LMS) division and has been with the company since 2009, MCH announced Wednesday. He is therefore very familiar with the company, the industry and the needs of customers and the market.

Faber's predecessor Beat Zwahlen will be available for the handover and to the company in a general advisory capacity until the end of March 2023, the statement added.

Former CFO Zwahlen was appointed in January 2021 to lead the company on an interim basis until mid-2022. He had to step in at the time because the then CEO Bernd Stadlwieser had thrown in the towel after just under two years in office. (SDA)

At a media briefing on the annual accounts on Tuesday, those responsible for the MCH Group were emphatically positive about the 2021 result and optimistic about the future prospects. The positive result in the second half of the year (plus 12.1 million Swiss francs), which was primarily influenced by the resurgent Art Basel exhibition, gives rise to "good prospects for 2022".

With operating income of 243.3 million Swiss francs, the previous year's result (188 million Swiss francs) was significantly exceeded despite the ongoing pandemic.

Operating profit before interest, depreciation and amortization (EBITDA) was even positive at CHF 8.5 million (2020: -45.1 million). These factors were influenced, among others, by special financial effects in connection with the pandemic and the sale of a property.

After-effects of the pandemic remain

The pandemic will continue to affect the course of business in the current year. CFO Michael Hüsler mentioned the cancellation of this year's Giardina trade fair and the postponement of Swissbau in a reduced form to the unfavorable month of May for the construction industry. Art Basel in Hong Kong will also take place again in a reduced form.

The fate of the Baselworld watch and jewelry show was not a topic at the media conference. CEO Beat Zwahlen said in response to a question from journalists that they were currently investigating whether and in what form the MCH Group could continue to position itself in the luxury goods segment. The work on this needed more time than originally expected.

According to Zwahlen, the MCH Group is currently focusing on numerous new initiatives with the aim of responding to the major changes in the exhibition market. In doing so, he said, it is focusing on the three business fields of "Community Platforms", i.e. physical and digital formats, "Experience Marketing", for example, for the development and implementation of marketing solutions, and "Venues" in the halls in Basel and Zurich.

At the moment, the actual trade fair operations are clearly focused on the Art Basel segment with the previous editions in Basel, Miami Beach and Hong Kong and the new event "Paris+ par Art Basel", which will have its premiere in October. In this context, Chairman of the Board Andrea Zappia once again emphasized that the ultimate aim of going to Paris was to strengthen Basel as a location.

Capital increase

In 2023, the MCH Group will have to repay a bond amounting to CHF 100 million. This will not be possible to make from its existing own funds, Zwahlen said. "We assume that we will raise at least 50 million francs in fresh capital." Investor James Murdoch's anchor shareholders City of Basel and Lupa Systems support those plans, according to Zwahlen. (SDA)