In half the presentations he said, “The mountains are great for skiing and hiking! It’s amazing!” In the other half, he added a pun: “The mountains are great for skiing and hiking, and the flag is a big plus! Seriously, it’s amazing!”Īdmittedly, that isn’t the world’s funniest joke. The scenery is truly breathtaking!” The second presenter alternated his approach. The first presenter offered a straightforward statement extolling Switzerland: “The country is beautiful. In each presentation, we had two people (who were working with us) share first, using scripts we’d written for them. We put the participants into small groups and showed them a photo-a Swiss landscape of a lake, a mountain, and the country’s distinctive flag with its white plus sign against a red background-accompanied by the question: “What made you fall in love with Switzerland?” We gave participants three minutes to come up with a memorable answer and then had them share their ideas with their groups.
A few years ago, we conducted a research study in which we asked people to help us create an ad campaign for a travel service called VisitSwitzerland.ch (which we’d made up).
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