Presentation by Jörg P. Krebs, Switzerland Tourism Director, Markets India, GCC, Russia, Nordic countries, Czech Rep., Poland at Ukraine Country and City Branding Forum, December 8, 2010, Kyiv

1. Country and City Branding conference.
Kyiv, 08.12.2010 – Jörg P. Krebs, Switzerland Tourism
1 I Titel/ Name/ Datum

2. Ukraine vs. Switzerland.
Ukraine
Area: 603.700 km2
Population: 45.994.287
GDP per capita: US$ 2,795
Switzerland
Area: 41’285km2
Population: 7'785'800
GDP per capita: US $ 69,838

3. Tourism in Switzerland.
– Overnight stays 71 m
– Hotels 35.6 m
– Supplementary accommodation 35.4 m
– Tourism turnover USD 29 bn
– GDP 5% ≙ CHF 25 billion
– Export share of tourism 5.4% ≙ CHF 15 billion
– Tourism as top exporting industry: Rank 3
– Employed in tourism: 175‘000

4. Switzerland Tourism.

5. Mission and ressources.
– Mission of Swiss government: „Develop Switzerland as a
holiday-, travel- & congress destination.“
– Worldwide marketing for the destination Switzerland
– Financed by the Swiss government, tourism- & corporate
partners
– 240 employees in 27 markets
– Budget USD 80 m

6. Strategy.
7 nearby 7 strategic growth
Electronic
Market markets: CH, D, market: BRIC, GCC,
markets
F, I, NL, UK, US) PL, E
Best
Client Agers
Families DINKS LOHAS Business
4 main campaigns 2 product campaigns
Product Summer Winter Hotel Theme Focus
Cities Meetings products products
Alliances
Switzerland Enjoy
Sector (destination Q
brand Switzerland
promotion)
Effectiveness
Organization Employees
measurement
Optimize income

7. Location marketing Switzerland.
UEFA EURO 2008™ - AUSTRIA-SWITZERLAND.
7 I EURO 08 / Workshop Nationalteam Gastgeber / Zürich den 27. November 2007 / TP 03 c/o Schweiz Tourismus

8. Players and tasks.
Owner of all rights (tournament/
sponsores) To guarantee Tournament
infrastructure and organisation.
Enabler for:
UEFA SFV / ÖFB Public authorities (CH/AUT): • Security
Veranstalter Ausrichter
Government • Transport/Traffic
org.
States • Infrastructure
Euro 2008 SA
Organisator Host Cities • Events and
programs in
Switzerland
Organization buerau: all operative organization including
offiical Accomodation, Teamhotels, Referees, Sponsors,
Ticketing, UEFA Family

9. Brief of the location marketing and goals.
– Performance mandate of the Federal Government to market
internationally
We strengthen Switzerland as a brand, call attention to
our country and generate a positive attitude towards
Switzerland, its people and products.
– Organize, coordinate and execute international marketing of
Switzerland covering four subject areas: business,
research&education, tourism, lifestyle.
We develop lasting business opportunities in all subject
areas – the four guiding topics.
– A platform (four guiding topics) for Switzerland as a place to
do business, for research and education, tourism and to live.
Switzerland will be remembered as THE game venue.

10. NO - NON - NEIN.
– We do not promote the tournament or the games.
– We do not carry out a classic communication
campaign (media budget TV/print).
– We do not directly/primarily target the Swiss
population.
– We do not sell tickets.

11. Key succes factors (summer 06).
1. Weather
2. Köbi‘s national team
3. Image (quality, security, stability)
4. Integratet project organisation (team spirit)
5. Swiss people , Swiss population
6. UEFA and EURO 2008 SA
7. Switzerland ≠ Germany
8. Timing (tactic, speed, focus)
9. International network
10. Fair pricing
11. 120%

12. Market focus.
TM
Trade volume 2004 Tourism 2005 UEFA EURO 2008
Country
Overnight
Qualification Most important group
Export Import stays in Market share
chances opponents
Switzerland
Czech Republic,
Germany 29.2 billion 44.9 billion 5.56 million 16.9% Very high
Slovakia, Ireland
England (UK) 6.8 billion 4.8 billion 2.03 million 6.1% High Israel, Croatia, Russia
France 12.3 billion 13.4 billion 1.23 million 3.7% Very high Ukraine, Scotland, Italy
Ukraine, Scotland,
Italy 12.0 billion 15.5 billion 1.01 million 3.1% Very high
France
Bulgaria, Romania,
Netherlands 4.4 billion 6.9 billion 0.83 million 2.5% Very high
Slovenia
Russia 1.2 billion 0.3 billion 0.28 million 0.8% Medium Israel, Croatia, England
Spain 5.9 billion 3.4 billion 0.35 million 1.1% Medium Denmark, Sweden

13. Milestones.
Switzerland’s
Marketing lounge Marketing Mix live I Marketing Mix live II Switzerland is HOST
18.12.2006
June 2006 January 2007 June 2007 December 2007 June 2008
500 days - One-year-to-go Final Draw UEFA EURO 2008TM
UEFA-Claim Schweiz KKL Luzern Austria-Switzerland
24.1.07 7.6.07 2.12.07 7.6.-29.6.2008

14. 5 marketing projects for Switzerland for
CHF 12.5 m.
Project Mio Swiss francs
1. Host campagn 1,72
2. International roadshow 3,0
10 european cities
3. Events mit UEFA (and Austria) 1,85
Draw 1 Montreux / One-year-to-go Interlaken / FinalDraw Luzern
international travel fairs, workshops
4. Public relations and media services 2,49
media trips, media productionss (TV, Radio, Print)
10 Medicenters (4 Host cities, 4 Team bases, 2 Backoffices)
5. Promotion material (incl. Distribution) 3,44
brochures, Switzerland.com

15. Leitung Politischer Ausschuss
BR Samuel Schmid
Delegierter Regierung
Benedikt Weibel
Gesamtprojektkoordination
Öffentliche Hand
Andreas Schaer
(BASPO)
Projekt Office Corporate Communications
(Nachhaltigkeitsprojekte, Christoph Neuhaus
Rechtsdienst)
Balz Dürst
TPL 01 TPL 02 TPL 03 TPL 04
Sicherheit Verkehr Standortmarketing Massnahmen CH/Events
Martin Jäggi Thomas Berner Jörg P. Krebs Rainer Gilg
Kapo SO BAV Schweiz Tourismus
GASTGEBERINITIATIVE
Partners: Nationalteam Gastgeber
ÖSTERREICH UEFA EVENTS / TEAM BASES ICON ROADSHOW MEDIEN
Partners: CH-Botschaft, HC-Kantone Partner: EURO 2008 SA Partners: Host Cities, PRS, seco, ST Partners: Host Cities, nationale Partner

18. Example 1:
Our host programme.
18 I EURO 08 / Workshop Nationalteam Gastgeber / Zürich den 27. November 2007 / TP 03 c/o Schweiz Tourismus

19. We are EURO. We want to be a perfect host.
Federal Council, Mr. Samuel Schmid (Basel, April ‘07)

20. Our National Team.
– Swiss Confederation – Swisscom
– UEFA Euro 2008 SA – Prisec (Securitas/Protectas)
– Host Cities – UBS ARENA
– Swiss Federal Railways – Border guards
– Swiss International Air – Governmental agency for
Lines fan support
– Swiss International Airport – Swiss hotel, gastronomy
Association and tourism associations

21. 330 coaches (150 organisations) are
motivating 60’000 hosts (service providers).
1,500 customs agents, border guards
10,000 airport employees
2,500 railway employees
5,000 taxi, bus and tram drivers
8,000 restaurant and hotel employees
7,000 volunteers
16,000 security staff
1’000 Swisscom employees
9’000 various

23. Example 2:
PR, mediawork, events
23 I EURO 08 / Workshop Nationalteam Gastgeber / Zürich den 27. November 2007 / TP 03 c/o Schweiz Tourismus

24. PR, Mediawork, media services and events.
– Mediaservices: cooperation, trips (for production place
evaluation // to team region and hotel), story & content
support
– Mediamaterial: Fotos and movies (about Switzerland,
the Swiss host cities, team hotels, economy, research,
innovation, education, tourism, etc).
– 8 Mediacenters and Call center
– Events: Draw I, One-year-to-go, Final draw

25. Mediaservices during EURO 2008.
HC Basel
UEFA Basel
HC Zürich
Backoffice Tödistrasse
Callcenter STC
HC Bern
Teambase FRA
Chatel-St.Denis/FR
Teambase NED
Lausanne Teambase GER
Tenero
HC Genève
Teambase SWE
Lugano

26. Mediacenters.

27. Conclusion and learnings.
27 I EURO 08 / Workshop Nationalteam Gastgeber / Zürich den 27. November 2007 / TP 03 c/o Schweiz Tourismus

28. Learning 1: National Promotion.
– The measures in the area of national promotion achieved
high awareness levels. They reinforced the awareness
abroad generated by the event itself. The new approach
produced through EURO 2008 for national promotion by
Switzerland Tourism, the advertising campaigns, the ICON-
Roadshow and SWISS BEACH strengthened Switzerland’s
image.
Learning:
– Major events are catalysts for image promoting measures,
especially in tourism. Such events should therefore be
supported by appropriate concepts from the beginning. The
awareness of and interest in the host country is particularly
acute in the run-up period. National promotion concepts must
be orientated towards these run-up periods.

29. Learning 2: Austria-Switzerland
– A combined approach by Austria and Switzerland was
initiated from a very early moment.
Learning
– The different positioning of both countries in relation to
national advertising (Switzerland: national promotion and
Austria: tourism advertising) did not encourage a common
positioning.The integration of the francophone element
provided a further hindrance. The joint approach with partner
country Austria remained limited to tourist measures.

30. Learning 3: Organisation
– Switzerland Tourism’s effective market network was
fundamental to the successful implementation of the
international activities.
Learning
– Coordinated national advertising works. However, only when
one organisation has the clear leadership role.
Report:
– http://www.stnet.ch/de.cfm/ueber_uns/facts/offer-
Ueber_uns-Facts-328565.html

31. Conclusion.
You need
1. A vision & fantasy Coporate philosophy
2. Inspired outstanding team Corporate strategy
3. Creativity (“out-of-the-box”) Corporate culture
4. Challenging partners and clients Corporate feedback rules
5. Motivated trustful sponsors Corporate behaviour
6. Good financial basis Corporate governance
7. Communication Corporate communication
8. Fun Corporate spirit