The new campaign, Swiss Formula – The Science of Great Meetings, launched at IMEX Frankfurt with the release of an e-book, which is aimed at aspiring events professionals throughout the UK and Ireland.
The Tips from the Top e-book features interviews with meetings professionals from across Europe and examines four different event ‘formulae’: the sales incentive, the conference, the medical/scientific congress and the product launch.
Why did you choose this particular campaign?
I was looking to create some kind of product or campaign to showcase Switzerland to UK clients as a destination that doesn’t have to be too expensive. I find that British clients often have a perception that it’s a really expensive destination, best known for its chocolate and mountains. I wanted to show it’s not just that. I also feel the e-book product will appeal to younger event professionals who are newer to the industry and don’t know the destination yet.
For myself as well, I am new to our UK office and there are people that I haven’t met yet. I think a lot of event professionals might not know that we have a UK office. This product will allow them to really get to know Switzerland as a destination and it has testimonials from UK clients to prove that the efficiency of the destination can actually save clients money; it doesn’t have to be too costly.
What sectors visit Switzerland the most from the UK?
We’re trying to appeal to all sectors, but we see a lot of automotive clients, finance, IT and pharmaceutical companies coming to Switzerland. It depends which part of the country we’re looking at of course – Zürich is a hub for finance clients, while Basel attracts a lot of pharmaceutical companies. I find that associations tend to favour places like Geneva and Lausanne.
What meetings ‘formula’ does the UK most request?
Our UK clients most often look to bring smaller meetings and conferences to Switzerland, and sales incentives are another big one for the UK market. I’d like to increase this to all areas and use all the different formulae though.
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