The ICON – a symbol of Switzerland’s plus.

Even before the first European visitors will arrive in Switzerland for the opening of the UEFA Euro 2008™ in June 2008, they can experience Switzerland at home. The ICON, a giant, three-dimensional Swiss cross made up of five red-white containers, will go on tour in the spring of 2008, introducing Switzerland and its many facets across Europe. The ICON is part of the national promotion campaign developed by Switzerland Tourism, which under the slogan “Switzerland. Discover the Plus” is to culminate shortly before the European Football Championship. The idea behind this slogan: The Swiss Cross is also a plus sign that stands for Switzerland’s strengths. These will be presented in major European cities during a several months long road show. The themes include Switzerland as a place to do business for international companies, the high standard of Swiss education and research institutions, the beauty and variety of the Alps as well as football in the four host cities Berne, Basel, Geneva and Zurich. The ICON also documents Switzerland’s cultural and linguistic diversity.