Jimmy Jackson campaign wins 2024 Réseau Place Économique Suisse award

GGBa’s creative Jimmy Jackson campaign, blending humor and storytelling to promote Western Switzerland, has won one of the prestigious Réseau Place Économique Suisse awards for innovative communication.

In the competitive world of economic promotion, GGBa has achieved a remarkable milestone with its Jimmy Jackson campaign, which has won one of the prestigious 2024 Réseau Place Économique Suisse awards for innovative communication. The recognition was announced during the “Dialogue” conference at Bern’s Wankdorf Stadium, where over 70 participants gathered to celebrate exceptional projects in economic promotion.

Introduced in October 2023, Jimmy Jackson, the fictional CEO of Jackson Quantum Ventures, captivated audiences worldwide with his comical yet insightful search for a European headquarters. His narrative-driven journey, shared through blog posts, LinkedIn updates, infographics, and even a viral music video, highlighted Switzerland’s unique advantages, including a stable business environment, access to a highly skilled workforce, and an unmatched quality of life.

Malcolm Wade, Head of Communications at GGBa, explained: “We wanted to break away from conventional, often dry approaches to investment promotion. By creating Jimmy Jackson, we found a way to humanize the process and make it truly engaging for international audiences.”

Recognizing excellence across Switzerland

This year’s Réseau Place Économique Suisse awards featured six nominated projects from across the country, selected by a jury of experts. Alongside the Jimmy Jackson campaign, two additional projects received awards:

• The canton of Neuchâtel for its Industrial Smart Map, a platform that enhances regional visibility by showcasing industrial strengths to attract global investors.
• The city of Baden for its BAUZONE 5400 initiative, a downtown redevelopment project that has revitalized the city as a vibrant business and community hub.

Other nominees included Saint-Gall’s Sankt campaign, OSRI AG’s DynREK 2.0 planning tool, and the Location STORY Thusis project by Viamalastorys.ch AG.

Setting a new benchmark in investment promotion communication

Katharina Hopp, member of the management committee of the Réseau pour la place économique suisse and president of the jury, praised the Jimmy Jackson campaign during the ceremony: “It’s refreshing to see a campaign that has humor and a twinkle in its eye for the promotion of a business location, which is usually a rather sober affair.” She also highlighted its external impact, particularly its visibility in the United States, as proof of a successful site-marketing initiative.

The awards also honored Balz Halter, chairman of the Halter Group, as Promoter of the Year. Hopp lauded Halter’s sensitivity to local conditions and his visionary approach to creating attractive work and living spaces. His dedication to both architectural and digital innovation was highlighted as exemplary for urban and regional development.

The journey continues

The Jimmy Jackson campaign culminated in August 2024 during GGBa’s annual event, “GGBa Night,” where Jackson Quantum Ventures “announced” its fictional European headquarters at the 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.

With the Jimmy Jackson campaign recognized as a benchmark for innovation, its impact will continue to resonate far beyond Switzerland’s borders. As Jimmy himself might say, “The best stories are just getting started!”