Successful Business Events Thanks to Shutters - The New MICE Campaign by Switzerland Tourism (ST)

The demand for business events in Switzerland has fortunately recovered further in 2023 and is already at about 77% of the level before the pandemic*. This trend shows that the world longs for personal encounters, despite the increased use of virtual or hybrid meetings. In this context, the Switzerland Convention & Incentive Bureau (SCIB), the specialized department for meeting and congress tourism of ST, presents its new campaign with a wink to inspire those responsible for business events for Switzerland worldwide.

In an international comparison, Switzerland offers not only an excellent meeting infrastructure according to the highest quality standards, but also security, short distances, sustainability and optimal venues - which can be much more than just a backdrop for business meetings and seminars.

In Switzerland, the view is far too beautiful even in meeting locations - mighty mountains, crystal clear lakes and picturesque boutique cities distract far too much from business. Fortunately, however, there is the perfect solution to this problem. The main protagonist in the film knows that concentration increases immediately, if you simply block the panorama with shutters.

The campaign presents the optimized online event planner of the SCIB, a planning tool with a variety of filter and search functions. The landing page of the campaign also refers to the topic of sustainability and contains valuable tips and assistance for the sustainable organization of business events, such as contact with sustainable suppliers or advice on reducing emissions.

In addition to the home market of Switzerland, the campaign is primarily aimed at the local markets of Germany, the Benelux countries, France, the United Kingdom and Ireland as well as Scandinavia. Overseas, the focus is on North America. The campaign clip is published on YouTube and is now primarily played out on LinkedIn and Instagram to potential customers and organizers of business events of all kinds. The campaign runs until the end of 2023.