Benedict de Cerjat, Switzerland's ambassador in Poland, stressed that the purpose of the meeting held under the slogan "Swiss experiences in the national and local promotion. A lesson for Poland as a host of UEFA's Euro 2012", was to share the expertise acquired in the course of Euro 2008 with the organizers of the 2012 championship. Among others, Johannes Matyassy, Director of governmental project "Presence Switzerland", Joerg Krebs, Euro 2008's Marketing Director, and Daniel Rupf, Manager of "Zurich - Euro 2008's host city", discussed the promotion of Switzerland and host cities.

"Let's learn from the best", Mirosław Drzewiecki, Minister of Sport, appealed taking part in the conference, and reminded the attendees that the Swiss and Austrian championship was recognized as one of the best tournaments of that rank ever. He also stressed that Poland as a co-host of Euro 2012 does not purposefully start a promotional campaign because the championship is not going to start for another three years and there is a large event coming soon, namely, the World Cup in the Republic of South Africa.

"Until now we have focused on +hard+ project components such as, for example, the construction of stadiums", Marcin Herra, President of PL.2012, said. "Now the time has come to take advantage of the promotional campaign involving UEFA's Euro Championship". According to the President of PL.2012: "it's no use re-inventing the wheel" but rather we should rely on the experiences of others and make our own contribution. "Today is the right time to discuss how to take advantage of the championship to build the image of our country and host cities", Marcin Herra added.

Discussing the experiences related to past events of that kind, Martin Kallen emphasized that in the process of planning a promotional strategy it should not be forgotten that the championship is a window on the world to its organizers.

"It is not a Polish, Ukrainian or European event. It is a world event", he said and supported his view with ratings of the European championship that go far beyond the borders of the Old Continent. "UEFA focuses on promoting football because this is its most important goal", Kallen stated. "The actual promotional campaigns do not start until one year prior to the tournament. However, in the case of host cities the situation differs - their promotional campaigns should be initiated two years before the actual event ".

Joerg Krebs, Marketing Director of the Euro Championship in Switzerland, admitted that he based the international promotional strategy on communicating its message with the support of globally recognized and famed Swiss brands which contributed to building support for Switzerland and developing an image of a modern and safe country open to the world.

He stated that it was crucial to build a team whose goal was to support the promotional campaign and whose core was composed of people who not only have professional background but are also fully convinced about usefulness and importance of planned tasks. Proper media relations are an important element of success, both when it comes to internal and external promotions. Numerous study visits, press conferences and different kinds of events as well as information centers opened for mass media supported that goal.

"Building the country's image includes external promotional campaigns", Krebs reminded the attendees, "as well as a national campaign aimed at preparing local communities for hosting guests of the championship, training volunteers, establishing information desks for football fans and tourists, preparing publications, guides and folders aimed at making it easier for the arriving guests to travel in the country and become familiar with the culture of the host country presenting its tourist attractions".

The European Football Championship in Switzerland also became a platform for promoting the country which involved "Presence Switzerland", government's unit established within the Minister of Foreign Affairs. This institution, headed by Johannes Matyassy, built the country's positive image through the events organized abroad, study visits, information channels, including the Internet, close co-operation with Austria, co-host of the championship, as well as activating its foreign representative offices not only for the purpose of the championship but also potential economic benefits resulting from such promotional campaigns.

SOURCE: PPA