To persuade the much-in-demand VIP target group to come to the event on the OrangeBoat, we designed a three-phase invitation campaign. The customary decorations of the Swiss National Holiday were used in a new way: little flags, Chinese lanterns, candles and matches. The difference was that all this was not in the traditional Swiss red, but in Pantone 151, the Orange corporate colour. All these door-opener items from the mailshots were also produced in larger print runs so that the boat could be decorated with them during the event. The cheeky adaptation of the Swiss flag was constantly used throughout, from the teaser to the invitation, and to the event itself.

85 of the 220 people invited came with their partners. That corresponds to a 38.5% response rate, which is a record for such a sought after target group.