National Promotion

The EURO 2008 is a unique opportunity for Switzerland to present itself to millions of football fans. The Euro 2008 location marketing aims to seize this opportunity in a sustainable way along with the cantons and the four host cities Basel, Zurich, Berne and Geneva. The international location campaign was launched under the motto “Switzerland. Discover the Plus.” The idea behind this slogan: The Swiss Cross is also a plus sign that stands for Switzerland’s strengths. Switzerland is being presented to a global audience as a modern, high-performing and open country with authentic roots, a unique natural environment and a place to do business for international companies. The location marketing and the national promotion are primarily directed at foreign countries and foreign visitors.

Ahead of the Euro 2008, a number of events will recall Switzerland’s image abroad. This will be achieved through the Icon road show visiting seven major European cities and the presence at events such as the successful One Year to Go in Interlaken or the Final Draw in Lucerne. This website is already widely used. Brochures, newsletters, media trips and media centres in the four host cities during the EURO 2008 will complement this set of measures.