Swiss Casino Association (Swiss Casino Concept)

In 1986, on behalf of the Swiss Casino Association, we created the political and communication strategy for the Swiss launch of Grand Jeu, or casino gambling, which had so far been prohibited in Switzerland. An intensive as well as extensive PR campaign preceded our lobbying activities among the members of Switzerland's National Parliament.

With the Swiss Trades Association and Switzerland Tourism as partners, our side gained a 75 percent majority in the popular vote on the Casino Law of 1993. We subsequently created the Swiss Casino Concept, a joint venture of the Swiss Casino Association, the gaming machine industry and foreign casino operators and service providers.

The objective of the joint venture was to unite different interests under one roof - a decisive factor in the drafting of the Casino Law. Our work as full service providers received its ultimate vindication with the opening, in the summer of 2002 in Lucerne, of Switzerland's first Grand Jeu casino. Needless to say, we take considerable pride in this accomplishment.