Novartis Eurovision 2025 Sponsorship
A six-week Basel tram takeover
Featuring musicians from across Novartis
Summary
When Basel was announced as the host city for the Eurovision Song Contest 2025, I initiated the strategic exploration and early-stage pitching that secured Novartis as a Global Partner. Following the partnership agreement, I was appointed to lead the Corporate Affairs workstream, tasked with translating a high-stakes sponsorship into a culturally resonant brand platform across communications, marketing, and media.
The Sharp End
Strategic Leadership: Directed the Corporate Affairs workstream across creative, media, and marketing, ensuring the $50B+ corporate brand maintained authority while engaging with a flamboyant, high-energy international cultural event.
Narrative Design: Authored the anchor campaign line—“From DNA to Do-Re-Mi. Sure sounds like Basel”—providing a human-centred bridge between pharmaceutical science and musical expression.
Tactical Execution: Architected the rollout strategy of global Out-of-Home (OOH) campaigns, transport hub takeovers (Basel SBB), and the physical brand experience within the Eurovision Village.
Digital Integration: Initiated the production of film content and digital storytelling, highlighting individual talent and internal culture to align the global sponsorship with employee engagement.
The Impact
Global Reach: Contributed to a cross-functional effort that delivered 170M+ international masterbrand impressions, successfully positioning the organisation at the centre of Switzerland’s largest cultural event of the year.
Local Density: Supported the logistical and brand integration for a host city seeing 500K+ visitors, ensuring high-visibility placements at all primary city entrances and transport hubs were strategically aligned.
Employee Engagement: Partnered with internal teams to drive a global activation that resulted in 100+ employee entries for a talent-led brand initiative, bridging the sponsorship with internal culture.
Strategic Readiness: Delivered the full strategic build and creative framework for the Corporate Affairs workstream, ensuring the programme was robust and ready for activation under intense public scrutiny.
From DNA to Do-Re-Mi
For a deeper look at the creative process and the story behind the campaign line, read the full narrative in my Journal.
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