Not just a hotspot for tourists: MSD promotes Lucerne as a pharmaceutical location
With a new recruiting campaign, MSD wants to attract more talent to the pharmaceutical industry in Lucerne - and stand up to the pharmaceutical stronghold of Basel.
The biopharmaceutical company MSD Switzerland (Merck, Sharp & Dohme) is trying to attract new pharmaceutical workers to Lucerne with a new branding campaign. The message: in addition to the most popular excursion destinations, Lucerne has the most attractive pharmaceutical jobs in Switzerland to offer. On digital display boards at major Swiss train stations, MSD aims to give Basel, the pharmaceutical stronghold, a run for its money.
MSD Switzerland was recently named "Top Employer" in Switzerland for the 11th time in a row by the independent Top Employers Institute. This position, in conjunction with the attractiveness of Central Switzerland, is now to be communicated to the general public by means of an interregional campaign. "With this campaign, we want to send a signal for the pharmaceutical industry in Central Switzerland. In addition to attractive jobs, the region has a lot to offer in terms of charm and also for the all-important life-work balance. We want to raise awareness of this in general," says Jean-Blaise Defago, Policy & Communications Director of MSD Switzerland.
Campaign presence at the Basel site
With a selfie in front of Lucerne's landmark, the Kappelbrücke, MSD wants to convey what the city of Central Switzerland has to offer in addition to tourism. With the slogan "Lucerne is not only a hotspot for tourists. But also for pharmaceuticals." the biopharmaceutical company is not only promoting itself, but also the region. The digital display boards at the stations in Zurich HB and Airport, Zug, Lucerne and Basel will broadcast the campaign from February 13 in the morning at rush hour.
With its campaign presence in Basel in particular, MSD wants to draw attention to itself and appeal to potential employees. Jobs in the pharmaceutical industry are still strongly associated with the city of Basel. From apprentices to top executives, the campaign is intended to appeal to everyone who is pursuing a career in the pharmaceutical industry or wants to tackle this.
