HBS Lugano Marketing Trip
On the second leg of our trip we went to Lugano, Switzerland to stand as student marketing consultants. Once we arrived in Lugano, Switzerland, we were amazed by the beautiful views. The first thing we did in Lugano was to visit the Università della Svizzera italiana. We experienced several lectures and took part in a challenge from NetComme Suisse, where we designed the concept for a new home page for the Old Captain Co. clothing brand, in addition to an accompanying application. All of us students had done sufficient research ahead of the trip to understand the values of the company and the environment affecting the company. It was a great chance for us to utilise our creativity and gain practice working with different individuals than we had through the year of the programme.
Prior to the trip we had been separated into groups and presented with the challenge of marketing online for an aperitivo event at Ciani Lugano on a Saturday (which is notably irregular for the restaurant). Many of us were faced with the challenge of not being fluent in Italian nor having even attended an aperitivo event. Much of our time in Lugano was filled with enticing lectures about digital and international marketing. We had the opportunity to experience a usual Wednesday night aperitivo at Ciani, collect feedback, analyse local competitors and make suggestions to better the aperitivo events. Come Saturday, our group decided to hold a scavenger hunt as part of our marketing campaign for the event. Our group hid a small pieces of paper with a code for a free prossecco in the lovely park surrounding the restaurant. As Easter was approaching, we decided to call it an adult Easter egg hunt. We posted pictures on the event page to hint at the locations (some in above slideshow). We also were tasked with handing out fliers for the event around the Lugano area, which gave us an opportunity to practice our Italian.
Once the Saturday night arrived, we braced ourselves for the outcome. Saturday night's aperitivo event was substantially successful and was confirmed as being the busiest Saturday aperitivo that they had ever held. It was a lovely evening we all enjoyed and were able to present those who had made the trip amazing for us with gifts. We had learned a lot about ourselves and each other. The greatest outcome from the experience was without a doubt the confidence we gained from the realization that we were as capable as we feared we wouldn't be. It was also so rewarding to be able to get to know each other in a way we hadn't before had the opportunity to (unless we were involved in group work together).
I am immensely grateful for the opportunity to stand as a consultant, design and execute a marketing plan and get to better know my peers. Without a Program Director like Irute and a PG Administrator like Sam, this trip wouldn't have been possible. We thank you two again and all others who worked hard to give us this opportunity.