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Crisis, Credibility and Corporate History$
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Alexander Bieri

Print publication date: 2015

Print ISBN-13: 9781781381373

Published to Liverpool Scholarship Online: May 2015

DOI: 10.5949/liverpool/9781781381373.001.0001

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date: 18 October 2017

Don’t Waste your Money! Forget the Jubilee Book! The Case for an Integrated Anniversary Approach: A Corporate Archivist’s View

Don’t Waste your Money! Forget the Jubilee Book! The Case for an Integrated Anniversary Approach: A Corporate Archivist’s View

Chapter:
(p.89) Don’t Waste your Money! Forget the Jubilee Book! The Case for an Integrated Anniversary Approach: A Corporate Archivist’s View
Source:
Crisis, Credibility and Corporate History
Author(s):

Thomas Inglin

Publisher:
Liverpool University Press
DOI:10.5949/liverpool/9781781381373.003.0009

Zurich Insurance Group celebrated the 100-year anniversary of her US-branch in with a jubilee event in 2012. The company’s anniversary was approached as an integrated campaign: tie together the past, present and future with fresh, durable insights and storytelling. With other words: history marketing focused on the people behind the stories and relevance today. The first step was so-called StoryARCs: looking for legends and exceptional stories from the history of Zurich – a story-discovery and story-design methodology based on the most successful narrative algorithms in history. These stories were the basis of all jubilee activities in marketing, speeches, publications, exhibits, videos and web. Zurich not only intended to publish a jubilee book and organize a ceremonial but aimed to win both hearts and minds of employees and customers.

Keywords:   history marketing, company anniversaries, jubilee events, Zurich Insurance Group

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