The *Friends of Eurovision* branding box, a collaboration between **Mona and Mateo** and **SRF**, is set to become the heartbeat of Basel Tourism’s campaign. This innovative approach illustrates how a city can creatively leverage the excitement of the **Eurovision Song Contest (ESC)**—even without direct access to official branding elements.
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May 11, 2025
Basel in the International Spotlight
The Eurovision Song Contest 2025 is not just a momentous occasion; it serves as a unique opportunity for Basel to shine globally. This event is a springboard for showcasing Basel as an **open**, **creative**, and **welcoming** city. The goal is to ensure that the **attention** garnered by the ESC leaves a lasting mark on the city’s identity, inviting tourists to experience Basel as an inspiring host that is rich in both culture and infrastructure.
Innovation Meets Trademark Challenges
The challenge is clear: *third parties cannot use the official ESC branding for promotional purposes*. This is particularly tough for smaller businesses, which are integral to Basel’s charm. Enter the *Friends of Eurovision* branding box—a clever solution designed to capture the ESC spirit while staying within legal boundaries. Developed in collaboration with Mona and Mateo, this toolbox enables local stakeholders to engage with the event without infringing on trademark regulations.
Capabilities of the Branding Box
The branding box, crafted by Basel Tourism, is filled with an array of marketing materials, including **posters**, **stickers**, **pins**, **coasters**, and **temporary tattoos**. Each item boasts a unique design that harmonizes with the ESC spirit, making it easy for businesses—shops, restaurants, hotels, and cultural centers in Basel—to take part in this citywide celebration, free of charge. Notably, participants can use the specially-designed *Friends of Eurovision* logo, fostering a cohesive yet independent brand image.
Showcasing Basel’s Culture and Attitude
This initiative strives to make Basel’s **welcoming culture** palpable. In an era where urban hospitality is vital for differentiation, the branding box signals a strong message: Basel invites everyone—locals and visitors alike—to join in the ESC festivities. The campaign focuses on crafting a **positive**, **unified image** that mirrors the city’s open-hearted spirit and demonstrates that local identity can flourish alongside global events.
A Broadly Impactful Project
The branding box embodies Basel Tourism’s overarching strategy to foster engagement with the ESC on multiple levels—**emotionally**, **creatively**, and **culturally**. Enhancing this framework is the *Tell Your Friends* campaign, encouraging people to share their excitement about the event. Complemented by initiatives like an over-60s disco, school projects, urban art campaigns, and exhibitions, this effort seeks to embed the ESC into the societal fabric. Delegations will also benefit from customizable city tours, providing unique perspectives like Pride tours and AR-enhanced city walks—all making Basel’s beauty accessible in new and engaging ways.
