The GGBa (Greater Geneva Bern area) wins the Switzerland Economic Place Network Prize 2024 for his innovative communication with the Jimmy Jackson campaign. This recognition was announced during the “Dialogue” conference at the Wankdorf stadium in Bern, where more than 70 participants gathered to celebrate exceptional projects in economic promotion.
Introduced in October 2023, Jimmy Jackson, the fictional CEO of Jackson Quantum Ventures, has captivated audiences around the world with his comical yet insightful search for a European headquarters. His narrative journey, shared through blog articles, LinkedIn posts, infographics and even a music video, highlighted Switzerland’s unique advantages, including a stable business environment, access to a workforce highly qualified work and an unrivaled quality of life.
Malcolm Wade, communications manager at GGBa, explains: “We wanted to break away from conventional, often dry, approaches to economic promotion. In creating Jimmy Jackson, we found a way to humanize the process and make it truly appealing to international audiences. »
Recognizing excellence throughout Switzerland
In addition to the Jimmy Jackson campaign, two other projects were awarded the Réseau Place Économique Suisse prize:
– The canton of Neuchâtel for its “Industrial Smart Map”, an AI-driven tool which presents the industrial ecosystem of the canton of Neuchâtel.
– The City of Baden for its BAUZONE 5400 initiative, a downtown redevelopment project that revitalized the city as a vibrant commercial and community center.
A new benchmark in communication for investment promotion
Katharina Hopp, member of the steering committee of the Réseau Place Économique Suisse and president of the jury, praised the Jimmy Jackson campaign: “It’s refreshing to see a campaign that has humor to promote a economic place, which is usually rather sober. She also highlighted the international impact of the campaign, particularly its visibility in the United States.
The story continues
The Jimmy Jackson campaign culminated in August 2024 at GGBa’s annual event, “GGBa Night”, where Jackson Quantum Ventures “announced” its fictitious European headquarters at Switzerland Innovation Park Biel/Bienne. The campaign has since inspired a new approach to economic promotion, proving that humor and creativity can make complex topics accessible and engaging.
As Jimmy Jackson’s campaign is recognized as a benchmark for innovation, its impact will continue to be felt well beyond the borders of Switzerland. As Jimmy himself would say: “The best stories are just beginning.” »
