Promoting Basel around the world
Basel is one of the most successful economic regions in the world. Two of the world’s
five largest pharmaceutical groups have their headquarters here. In addition, Basel is also the logistics
centre of Switzerland. Basel is, however, also a dynamic and internationally renowned research location,
and, on an area of only 37 square kilometres, is home to 40 museums and 150 nations. This is not well
known, however. Since 2000, the City Marketing department has consistently pursued the goal of making
Basel better known in general. Working closely together with marketing stakeholders from the economy,
culture and tourism, it intends to anchor Basel’s strengths in the consciousness of an interested, worldwide
public.
Campaigns at home and abroad
With its activity, City marketing wants to reach companies, event organisers and
tourists, the local population and people interested in moving here, and to arouse their interest in
Basel. The measures used are just as different as the target groups: in addition to regional and national
campaigns, City Marketing is also plugging the advantages of the location of Basel abroad. The prime
focus is thereby on the target markets of Germany, China (within the context of the city partnership
with Shanghai), Russia (Basel presence in Moscow in 2011 and 2012) and the USA (within the context of
the city partnerships with Massachusetts and Miami Beach). Communication and advertising for all target
groups is being carried out by the External Affairs and City Marketing department via their website.
More
attractive area to live in
Major events with multiple benefits
