The aim of the communication measures and marketing campaigns is to increase awareness of Basel as a location and to cultivate its image in Switzerland and abroad.  Basel is to be positioned as a location with the highest quality of life, as a dynamic economic, research and innovation hub, as an international event location, as the cultural capital of Switzerland, as an international role model in the field of climate and environmental protection, and as the gateway to Switzerland and Europe.

The numerous communication measures of Marketing include, among others, the following:

• a location portrait on the cantonal website
• A Basel images film
• Image subjects for advertising the strengths of the Basel location (use for advertisements, posters, online marketing etc.)
• Multilingual social media appearances
• Marketing campaigns during major events in Basel
• Cantonal presences in Switzerland and abroad (e.g. Basel's presence in Paris on the occasion of the Olympic and Paralympic Games)

The External Affairs and Marketing division is also responsible for communicating and promoting the markets and events organised by the department, such as the Basel Autumn Fair and Christmas in Basel.

Rankings influence the public perception and reputation of cities and regions due to great media interest. They are therefore becoming increasingly important in evaluating locations and are a relevant factor in the settlement of companies and institutions as well as in attracting investors and skilled labour. 

In its annual report, the Division of External Affairs and Marketing uses selected location rankings to show how Basel compares internationally in the spirit of "Put Basel on the map".