Affichage - Euro 2008

Major occasions such as EURO 2008 in Switzerland and Austria have made it clear: there is no match for outdoor advertising when it comes to large-scale events. EURO 2008 will be considered a particular success for the Swiss subsidiaries of Affichage.

No sport brings so many people together in such a small space as football. Fan miles, public viewing arenas, pubs with big screens – football is increasingly becoming a shared collective event in society. And there is no better example of this than EURO 2008 in Switzerland and Austria.

Affichage recognized early on that provided operations run smoothly, such major events can be enormous opportunities. As far back as summer 2005 – almost a year before the World Cup in Germany – a special EURO team was formed with representatives from all of Affichage's subsidiaries in Switzerland. The goal of this "first-choice line-up": to get the upper hand in competition for sales with other media. Packages put together especially for EURO 2008 were designed to encourage customers to allocate as much of their budgets as possible to outdoor advertising.

However, it was made clear to all participants from the very beginning that this could only take place via a stringent cross-selling concept. The EURO project team issued purchasing orders early to secure prominent locations, to find out which options were still available, and to involve partners in the process. These locations were then thrown into a joint "sales funnel" as EURO products, enabling the central key account management team to organize them into specific EURO packages before bundling and selling them, a concept which proved highly successful.