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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.
COMPLICATION
U.S. companies had little knowledge of Switzerland or the benefits of conducting business there.
ACTION
Created the U.S. market positioning and U.S. news media materials within three months.
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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