A project to advertise Switzerland

1. “Travel by Train”
Draft Museum traveling in Italy in collaboration with
Galleria Baumgartner and
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2. FOREWORD
• This project is only an example of a "traveling museum"
that can be applied to other areas (such as chocolate)
that is of all those products that make the "Country Swiss
Abroad recognizable by all peoples and of all ages, and
also help strengthen the “perceived” image
• DATE: to be defined according to the locations
• LOCATION: Example: Varese - c/o Ville Ponti o CCIAA
and then propose a MILANO, BOLZANO, Bologna,
Rome and Palermo
• EVENT: Exhibition of trains and models of the
Baumgartner Gallery in Mendrisio (Switzerland).
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3. The Baumgartner Gallery
• What is Switzerland without rail, locomotives and wagons - or on
the contrary, as has affected the rail industry development and
therefore also about Switzerland?
• Also contributes to these questions the purpose of the GB as well as the preservation of its
model trains collection and those of other Swiss and foreign collectors, whether model trains
or tin toy trains, promotes awareness, through a journey in time and places in Switzerland.
• The intent of GB is to revive the hobby as a pastime for intelligent young people and adults
of all ages. To this end are set up courses, seminars and national and international
conferences to exchange experiences of all kinds, about the model trains and its multiple
applications, not excluding of course other's hobby of collecting and construction.
• Is implemented the application of new electronic technologies, engineering and CAD design,
construction plastics in various gauges with different traction systems and feeding,
production of photovoltaics (solar) etc..
• There is the possibility to use their rolling stock on paths reserved. Involving the direct
manufacturers model trains and toys of all kinds through the exposure of new annual and
organizing training courses, complete the offer of coverage of this important sector.
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4. Baumgartner Gallery in Varese or the
“itinerant museum”
• Why an “itinerant museum”?
• The answers to this question are many, and in any case all are relevant to
the primary purpose of “Presence Switzerland”:
• transmit knowledge of Switzerland and to create "sympathy" towards him
• Modeling and particularly that of model trains has always been an attraction
for investors, which also generates considerable turnover in every country
of the World
• The main idea is to create a scenic route through the plastic and
Baumgartner Gallery visitors to experience the thrill of Swiss landscapes
increasing knowledge for future leisure travel
• The Project of “Itinrant Museum” meets a number of questions, all with the
aim specifically to propagate, establish, maintain a network of relationships
abroad.
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5. Location: for example
Ville Ponti - Villa Andrea – Varese (IT)
Begun in 1858, designed by architect Giuseppe Balzaretti, surrounded by a
magnificent park in English style, is full of masterpieces of Bertini, the Focosi,
the Tabacchi, Mosè Bianchi. The villa today left intact the precious heritage of
history and art, has been made functional for hosting conventions,
conferences, international meetings, but continue to welcome the
distinguished guests in the artistic, economic, social and political context.
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6. THE PROMOTION OF THE EVENT
• Business Communications
• Media planning
• PR
• Inauguration Events
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7. BUSINESS COMMUNICATIONS
• Use of the logo image and communication to decline from
various materials to produce the "BRAND SWITZERLAND" of
PRESENCE SWITZERLAND
• Creating and sending invitations to a mailing list supplied by
you (in collaboration with Regional Offices of Foreign
Delegations and supplemented by our own)
• Institutional adv for local newspapers to give visibility to the
events
• Radio releases
• Design and implementation of coordinated image of the
materials to customize the space to welcome guests in the
different locations.
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8. THE MEANS OF COMMUNICATION
(Example)
• Local Press:
– “Il Corriere del Ticino” – daily press
– “La Provincia” - daily
– “Varesemese” - monthly
– “Varesefocus” - monthly
• Radio:
– Rai
– Radionews
• Posting
– Poster 6x3 m in Varese and Province
(up to Busto - Saronno - Luino for 15 days)
– Bright Display
• Internet: portals
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9. PR
• It will be a decidedly critical to the success of the
event, designed to raise awareness among
journalists of specialized and non-opinion leaders
and visitors:
• contact with journalists and opinion leaders of a
mailing list provided by us and integrated with your
contacts
• implementation and delivery of a call for launch
event
• creation of press kits
• gift / tribute to journalists who attended the event
• creation of a press review (ex ante – in itinere – ex
post)
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10. THE EVENT
• Assume that the exhibition has a launch
event at which to call authorities, opinion
leaders and journalists
• Customizing the location (banners, signs etc
...)
• Catering
• Hostess
• Possible entertainment: music, testimonial
• Security
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11. MEDIA PLANNING - (CASE)
• Press:
– “Il Corriere del Ticino” and “La Provincia” (4 halfpages)
– “Vivimilano” (3 pages)
– “Varesemese” (1 page)
– “Varesefocus” (1 page)
• Radio:
– Rete Otto Network (15days - 6 spot/day)
– Radionews (15days - 6 spot/day)
• Posting :
– Poster 6x3 m in Varese and Province
(up to Busto - Saronno - Luino for 15 days)
– Bright Display (in front of “Teatro di Varese”)
• Internet: Varesenews - portal for local information
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12. BUDGET
• The transport of plastic and model, exposure of the same, creating
the catalog, advertising the event and anything else shown here
include a budget of at least CHF 250,000.00 that add at least
another which costs CHF 20,000.00 organization, for the 6
"stages" of the Museum assumed itinerant.
• The costs could be killed considerably thanks to the involvement
of sponsor (ex: chocolate industry and / or coffee,
telecommunications, etc.) that would use this new form of culture
and also for a better (and new) propaganda of their products.
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13. Benefits for sponsors
• Use of a network of exceptional visibility and
propaganda, creating a virtuous network of
knowledge outside of its normal and usual
channels of marketing and communications
• Use of direct and indirect advertising of the
event and generated by the presence on the
various channels of communication provided for
in the project (ex ante - in itinere - ex post)
• Create a network connection directly to the final
customer (mostly visitors to the Show) -B2C -
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14. Benefits for Presence Switzerland
• Fulfill its statutory purpose, mainly to develop the
network of knowledge by the institutions (local - Regions-
Provinces-Municipalities) in Italy
• Establish long-term relationships with them, in the very
important field offices that "holds" on the sole area,
approximately 1,000,000 people (source: UST
Switzerland)
• Apply to a very “cross” targeted that does not necessarily
have to be framed politically or economically, but that will
be reached with messages communicative acts to
enhance the tourist attractions in Switzerland.
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15. Benefits for Baumgartner Gallery
• Besides making more effective its objects (ie the
preservation of private collections of model
trains and other modeling, promote the hobby as
intelligent pastime for young and old, the
organization of courses and seminars, auctions,
scholarships etc..), could be the right opportunity
to further enhance the prestige itself, and in a
medium / long term, attract visitors and
customers
• In times of shows in different location could set
up sales and exchanges of models with the
visitors.
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16. Our contact details
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