UEFA EURO 2008™ Sustainability Report - Bundesamt für Sport ...

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EUR 113.8 million for the organization
and holding of the EURO 2008, of which
EUR 40.4 million was planned for security,
EUR 28.6 million for infrastructure and
transport, EUR 15.4 million for national
promotion, EUR 10.6 million for projects
and measures in Switzerland, EUR 11 million
for reserves and EUR 7.6 million for
project management and around EUR 0.2
million to support sustainability.
2:2 Tourism
The images that were transmitted around
the world from Austria and Switzerland
convey the hospitality and attractiveness
of the two countries. This was the
primary objective of the activities of the
Austrian National Tourist Office (Österreich
Werbung) and of „Switzerland Tourism“
programmes, which was entirely achieved.
Many local promotions supplemented the
activities at the national level.
The roadshows were the highlights of both the „Austrian National Tourist Office“ and the “Switzerland.
Discover the Plus” campaigns, during their joint appearances throughout European cities and trade fairs
Photos: Österreich Werbung / Switzerland Tourism
The “Austrian National Tourist Office”
began working in 2004 to pave the way for
tourism during the EURO 2008. The highlights
included a road show that travelled
to nine European capitals, multinational
press junkets, an offensive in which foreign
travel agency heavyweights were brought
to Austria, print and online campaigns,
and more. The main goal was to present
Austria through the European Football
Championship and to place the country in
the minds of people throughout the world
as a tourism destination. Moreover, new
layers of guests were to be reached who
would connect an emotional experience of
Austria with a later family holiday. Contacting
media representatives who visited
Austria before and during the tournament
and the preparation of services were the
most important aspects of the work in
this phase. These effects should be felt for
years to come.
“Switzerland. Discover the plus” was Switzerland’s
slogan for the EURO 2008. This
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