To publicize the opening as broadly as possible in Switzerland and abroad, we held an exclusive symposium and media event. Political representatives of the canton and the federal government as well as other handpicked guests and journalists were invited. Taking the example of Park Innovaare, the participants engaged in controversial debate about the success criteria for promoting innovation. All the relevant media from Aargau and German-speaking Switzerland were represented at the event. In the subsequent months, the compelling narrative of Park Innovaare enabled us to tell a credible story and implement a sustainable public relations strategy.