Swiss appliance of science of great meetings formula

The Switzerland Convention & Incentive Bureau (SCIB) launched its new ‘Swiss Formula – The science of great meetings’ marketing campaign at IMEX Frankfurt this week.

Developed by the bureau’s UK and Ireland office, the campaign kicked off with the release of an e-book aimed at aspiring events professionals.

The Tips from the Top e-book includes interviews with experienced meetings professionals from across Europe and examines four different event ‘formulae’: the sales incentive; the conference; the medical/scientific congress; and the product launch. The e-book explores ‘tips from the top’ in making each type of event a success and includes case studies of events held at a variety of destinations throughout Switzerland.

In addition to the e-book, SCIB UK & Ireland has created a dedicated blog for the campaign and a series of social media initiatives using the hashtag #SwissFormula. The blog will include regular posts on the science of great meetings, interviews and case studies.

Livio Goetz (pictured), manager UK & Ireland at SCIB told CN: “We launched the Swiss Formula campaign at IMEX. So far, the response has been very positive, with clients saying how good it is to have a very accessible, readable guide with valuable tips from the top and valuable insights from experienced professionals to help aspiring event organisers. This is just the start of the campaign and we will be creating more content and sharing case studies from a range of destinations across Switzerland.

“We work with a broad range of corporate, agency, PCO and association clients and really wanted to take the opportunity to explore what makes a great event for them. Many of our clients return to Switzerland and have commented on the efficiency, ease of access and reliability of Swiss destinations. We wanted to explore a little more what is the science behind a great meeting or event and in particular share some of our clients’ experiences and insights with aspiring events professionals via the e-book.”

The e-book is available for download by visiting

Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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