Cases:
Farner stages Moscow talks for the Canton of Vaud
At the invitation of the Swiss Embassy in Moscow, an official delegation from the canton of Vaud visited the Russian capital from September 13 to 16. The trip had two goals, promoting the canton of Vaud and helping its small to medium-size companies enter the Russian market. Half the funding came from public offers, with the 40 participating companies from the canton of Vaud contributing the other half.
Our Lausanne subsidiary organized the venture on behalf of the canton and provided the delegation with backup while in Moscow. Farner took care of logistics, including visas, travel and accommodation bookings for 120, handled communication, from creating an identity for the initiative, an official brochure and media work both in Switzerland and in Russia, to four media conferences in Moscow. We raised funds from Vaud companies totaling EUR 425,000, organized a business forum, a health forum, a workshop with Vaud SMEs, and a gala event for 500. And, in partnership with Moscow’s Chamber of Commerce and Industry, we facilitated business contacts and organized over 60 meetings with companies from Vaud and their Russia counterparts.
Under the motto of “Crossing Visions: The Best of Business, Innovation and Culture Brought to Moscow”, the 120-strong delegation from the canton of Vaud met with more than 1,000 Russian entrepreneurs and decision-makers. The highlight was an official visit with Moscow’s mayor, in the course of which a business contract was signed.
We marshaled our international network to help organize this challenging project, with Porter Novelli Moscow making an important contribution to its success.
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Remaking an industrial zone as a residential district
When the Swiss township of Niederbipp was ready to turn a vacant industrial zone into a residential district and attract new residents, it turned to Farner PR to come up with a location marketing plan and to help implement it.
We organized a workshop attended by our experts and the members of the town council to determine what kind of image could best serve as a universal, politically broad-based common denominator for the planned communication. The modern, breezy and very attractive logo we created has since become the new Niederbipp trademark. We also provided all location marketing material.
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The result: Niederbipp is welcoming its first new residents
The new material we provided allowed the township to conduct location marketing throughout the region. The town council distributed the brochure to all township households which raised the population’s self-image no end. The people of Niederbipp have since become proud ambassadors of their township to friends and relatives.
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Tending Switzerland’s image as a country of winter sports
In a winter of record snow falls, many Swiss resorts took special safety measures. But even so, some avalanches and road closings could not be prevented. Neighboring countries fared worse, with numerous avalanche victims and much property damage. Strident reporting in the news media here and abroad depressed booking numbers for Switzerland’s safe Swiss winter resorts. Losing no time, we devoted a full day to hosting the German-language media. Transparency and one-on-one contacts soon calmed down the waters, reporting became more measured and short-term cancellations declined rapidly.
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An airline becomes a global brand
A fast-growing airline wished to establish itself as a global brand for tourist and business travel. Based on the client’s global communication strategy, Farner PR created the basis for successful communication in Switzerland.
The media office we operated maintained close contacts with the tourist industry and the media. We published media releases, answered media queries, did ghostwriting for interviews, produced events, organized press junkets and handled sponsorship activities – always in closed cooperation with the tourist office of the airline’s home country.
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The result: Successful positioning as the industry expert
Our team’s media work raised awareness of the airline and its core messages in the target media and positioned the local CEO as an industry expert.
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