SITUATION
The Swiss agency responsible for promoting Zurich, Switzerland as a desirable European location for U.S. companies opened an office in San Francisco. Its goal was to increase awareness and attractiveness of doing business in Zurich, and to attract U.S. businesses — and investments — to Zurich.
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COMPLICATION
U.S. companies had little knowledge of Switzerland or the benefits of conducting business there.
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ACTION
Created the U.S. market positioning and U.S. news media materials within three months.
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RESULTS
Created PR materials to target the U.S. market including: Organizational History, Frequently Asked Questions (FAQs), Executive biography, list of well-known companies doing business in Zurich, and story ideas to send to the news media.
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