In the first step we had to filter out from the population potentially-interested parties suitable for the establishment of an institution, foundation or stock corporation in Liechtenstein. Dual-pronged approach to achieve this end:• Direct Mail to Tax consultants (recruited on the spot as intermediaries)• small ads in the major national economic print publications to gain direct responseA targeted dialogue systematically channelled the interested parties to a personal conversation which, because of the sensitivity of the subject, could only be conducted in private.The metaphor 'Liechtenstein-the tax paradise' was represented with powerful paintings by Brueghel ('Earthly Paradise') and Dürer ('Adam and Eve') and other forms of art showing paradise, e.g. ornaments.Semantically this 'picture' translated very well into the major east European languages.

Response rate: 17 %Total costs of €51,000 led to a CPR of €38.ROI: The investment paid for itself four-fold within six months and 13-fold within a year.