ST Brand and Branding today.

Transcription

1 ST Brand and Branding today. Part II 1 I Titel/ Name/ Datum

2 Challenges.

3 usands of destinations can be reached within one day olitical decisions Germany Politicians USA UBS Ten thousands of destinations claim to be unique Low budget Collapse of transport system Our worldwide financial 190 countries compete with each other tural weakness and adaptation Local hosts and international guests Credit Su You can ski in Hotelquality Tradition vs. Our tax system USP vs. exchangebility You can relax on a beach in Zürich.

4 Inside view. Switzerland and Italy are the only places in the world that other popu actually rank higher than their own country. Nation Brand Index, Q3 Report, GMI 4 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

5 Core elements.

6 CH

7 CHeese CHocolate.

8 Confoederatio Helvetica.

9 Our brand managers: the Swiss. Population: Mio. Foreigners: 21.2% Languages: German 63.7% French 20.4% Italian 6.5% Romantsch 0.5% Other 9.0% Life expectancy: Males 77.2 Females 82.8 Working: 56.1 % Agriculture 3.7 % Industry, crafts 23.7 % Services 72.6 % Population density: 188/km2 Source: BFS 9 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

10 Image of Switzerland abroad. Positive image components: Political stability Security and reliability High level of Science and Research High level of protection of the environment Natural beauty Zurich and Geneva offer highest Quality of Life. Source: Presence Switzerland, 2003 (in Germany, France, Spain, UK, USA) 10 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

11 Switzerland in Germany: What comes to mind if you think of Switzerland Mountains: 44% Natural beauty: 29% Cheese: 25% Chocolate: 17% Vacation: 16% Banks: 15% Neutrality: 14% Source: Presence Switzerland, I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

12 Nations branding index. Tourism: Captures the level of inter visiting a country and the draw of na and man-made tourist attractions: 8t Governance: Measures public opini regarding the level of national gover competency and fairness: 1st Investment & Immigration: Determ the power to attract people to live, w study: 4th Source: 2009 and 2008 Nation branding index by Anholt) 12 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010 People: Measures the population's reputation for competence, educatio openness and friendliness and other qualities: 5th

13 Values. Don t miss the real thin

14 1. Our nature (our sommer). 14 I Titel/ Name/ Datum

15 Touch the original. Switzerland. Get natural. 15 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

16 Walk on the wild side. Switzerland. Get natural. 16 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

17 Heidi for a day. Switzerland. Get natural. 17 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

18 2. Our winter. 18 I Titel/ Name/ Datum

19 ki longer, rrive higher up. More winter - only in Switzerland. 19 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

20 Natural beauty. More winter - only in Switzerland. 20 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

21 now in the resorts. More winter - only in Switzerland. 21 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

22 3. Our cities. 22 I Titel/ Name/ Datum

23 iveable, lovable, enjoyable. witzerland. Get natural. 23 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

24 eet living postcards. witzerland. Get natural. 24 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

25 4. Our hotels. 25 I Titel/ Name/ Datum

26 Timetravel for honeymooners. Switzerland. Get natural. 26 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

27 Welcome to our Swiss Deluxe Hotels. Switzerland. Get natural. 27 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

28 Candlelight guaranteed. Typically Swiss Hotels. 28 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

29 Out of the box. Inside the mountain. Switzerland. Get natural. 29 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

30 5. Our cultural heritage. 30 I Titel/ Name/ Datum

31 Only a stone throw Switzerland. Get natural. 31 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

32 40 years. Still going Top Events of Switzerland. 32 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

33 Be inspired. Arts, expositions, galleries.

34 6. Our Swiss Travel System. 34 I Titel/ Name/ Datum

35 Great views. From ft. Switzerland. Get natural.

36 Better than Disney And real. Switzerland. Get natural. 36 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

37 uthentic. Punctual. Yellow. r more than 100 years. itzerland. Get natural. 37 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

38 7. Our Swiss people. 38 I Titel/ Name/ Datum

39 Meet the locals Switzerland. Get natural.

40 Our GPS. Switzerland. Get natural. 40 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

41 Our Brand and Brandin

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43 Wherefore stands the Goldflower? Switzerland Nature Authenticity Quality Tourist destination Switzerland Tourism 43 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

44 44 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

45 Corporate design and identity

46 CI. 46 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

47 D. Fonts Helvetica and only Helvetica for print Helvetica Helvetica Helvetica New Helvetica Extended for brand New Helvetica Extended Arial for Powerpoint ARIAL ARIAL ARIAL Verdana for WEB VERDANA VERDANA VERDANA Colours Primary colour red CMYK for all media and materials Cyan 10 / Magenta 100 / Yellow 95 / Black 0 Pantone 1795C Paint and spray colours RAL 3020 (Traffic red) Foils 3M Scotchcal Series 50 (Opaque Film), Euroskala 47 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

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49 Integrated marketing (product portfolio ST). Integration in ST worldwide marketing Summer Winter Cities Meetings Theme produc Wellness Hotels Kids Hotels Golf Hotels Historic Hotels Design & Lifestyle Hotels Typically Swiss Hotels Sw De Ho Public transport Partners 49 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

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52 Conclusion. You need 1. A vision & fantasy Coporate philosophy 2. Inspired outstanding hard working team Corporate strategy 3. Creativity ( out-of-the-box ) Corporate culture 4. Challenging partners and clients Corporate feedback rule 5. Motivated trustful sponsors Corporate behaviour 6. Good financial basis Corporate governance 7. Communication Corporate communicatio 8. Fun Corporate spirit 52 I Switzerland Tourism@Branding Institute, University Berne, 08MAR2010

53 53 I Titel/ Name/ Datum