Europa Forum Lucerne - Rebranding of a dialogue platform
Europa Forum Luzern
The Europa Forum Luzern* (EFL) is one of Switzerland’s most important platforms for economic and political dialogue, focusing on the relationship between Europe and Switzerland. To maintain its relevance, standing ovation was entrusted with a comprehensive rebranding of this vital forum.
Transforming into a Comprehensive Knowledge Platform
Declining attendance, outdated formats, and a «NextGen» audience that is disengaged from European topics – these challenges called for greater visibility, more appealing content, deeper dialogue, and a stronger digital presence. The management sought a complete overhaul: an innovative strategy, a sharp new positioning, a rebranded event identity, and a reimagined event format. In short, it was transformation of a traditional corporate event series into a comprehensive knowledge platform.
Strategic Repositioning for Tangible Results
During the agency evaluation, standing ovation impressed the management of the Europa Forum with the concept of a dialogue platform. Building on this foundation, standing ovation, in collaboration with external partners and stakeholders, developed a repositioning strategy complete with a clear vision, values, and goals. The Europa Forum Lucerne evolved into a platform where guests from all generations, perspectives, and ideas could exchange views on Europe, discuss relevant issues, find direction, and collaboratively seek new solutions. Five success factors were identified to achieve this goal:
Broaden perspectives and diversify topics with a mix of inspiration, guidance, and discourse.
New digital and participatory elements turn listeners into contributors and participants into communities.
A variety of formats like Masterclasses, Break-Out sessions, and Workshops cater to different audiences, focusing on dialogue, practical application, and targeted discourse.
Enhance conference themes with agile programming, engaging dramaturgy, and interaction between the stage, moderators, and the audience.
Exciting wrap-ups live from the conference: key takeaways, impressions, and conclusions delivered in media-friendly formats on a new digital platform.
A Format Aiming to Spark New Ideas
In seven distinct workstreams, the our team developed the necessary content to cover all aspects of the new concept. This included a comprehensive communication and media plan, a revamped program for main and side events, and a new event identity and stage design – all integral parts of successful event planning.
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Goal Achieved: Enhanced Experience, Thematic Leadership & Continuous Dialogue
The Europa Forum Lucerne is evolving into a multisensory experience that goes far beyond traditional conferences. In addition to classic panels and lectures, innovative formats were introduced, such as interactive workshops, new NextGen formats like the «Impulse Givers» publication and a digital newsroom in collaboration with Ringier and Handelsblatt.
«Thematic leadership, continuous dialogue, and partnerships with sponsors and media form the foundation of a holistic brand experience.»
Program design, narrative flow and innovative formats now engage society more deeply, with a special focus on the next generation. Thematic leadership, ongoing dialog, platform and community building, and partnerships with sponsors and media are the cornerstones of a holistic live experience. These innovations empower participants to actively shape the issues and discussions.
* Note from the agency: Due to the political situation in Europe, the forum’s leadership decided in March 2023 to reposition the Europa Forum. For more details, see the press release: «The ‘Europa Forum’ becomes the ‘Lucerne Dialogue.»
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