Jung von Matt/Limmat and Zürich Tourism rely on Züvenirs
Jung von Matt/Limmat and Zürich Tourism are breaking new ground together in destination marketing and launching a multi-stage summer campaign with guerrilla actions, PR and social seeding, influencer marketing and out-of-home push. After an unbranded teaser phase, the next stage starts with the Züvenirs.
The uncertain freedom of travel in Europe ensures mass tourism in the mountains. There can hardly be any talk of unspoiled nature when Mr. and Mrs. Swiss encounter each other at every shrub and tree several times during their summer vacation. Zürich Tourism is therefore not focusing on the beauty of the Zürich region, but directly on the diverse experiences that only the city on the Limmat can offer. And this in combination with the USPs of other European vacation destinations.
The campaign was launched with an unbranded Züvenir store that toured Switzerland. Typical souvenirs that are usually taken home as mementos of an unforgettable time were brought to the people here with designs from Zübiza, Zü-Tropez, Züstanbul, Zükjavik and Züsterdam - always with the message "The memory to this Züvenir is waiting for you".
With Zuevenirs.com Zürich Tourism shows which unique memories you can still make in Zürich this summer. Whether it's partying like in Ibiza, outdoor activities like in Reykjavik, savoir-vivre like in St. Tropez, culture like in Amsterdam or multi-culti like in Istanbul: Zürich makes it possible.
In short sprints and a continuous co-creation process, the campaign was and is being developed and implemented jointly and iteratively by Jung von Matt/Limmat and Zürich Tourism. Intensive use was made of Slack as a hub for communication and as a PR war room, as well as Miro as a virtual whiteboard.
After the unbranded phase, a nationwide social media campaign will be launched in which Swiss influencers will showcase the products and the Zurich lifestyle. This will be supplemented by an OOH campaign, which will be placed at highly frequented vacation destinations and convey the Zurich lifestyle to Mr. and Mrs. Swiss as well as guests from southern Germany.
Responsible at Zürich Tourism: Martin Birrer (Project Manager Summer/Area Manager Switzerland, Germany); Janine Rupf, (Content Marketing); Nathalie Lüthi (Head of Marketing); Martin Sturzenegger (Director). Responsible at Jung von Matt/Limmat: Anouk Karrer (Text); Regine Cavicchioli (Art Direction); Florence Scherer (Strategy); Valérie Gantenbein (PR Consulting); Marianne Sauter (Project Management); Jeremy Fennel, Mutasin Grabenhorst, Merlin Obrero (Graphic Design); Adrian Haut (PR Consulting); Christoph Kinsperger (Executive Project Director PR & Content); Carsten Jamrow (Executive Creative Director); Wolfgang Bark (Executive Creative Director); Stefan Naef (Chief Consulting Officer); Cyrill Hauser (Chief Client Officer); Dennis Lück (Chief Creative Officer). Responsible at Jung von Matt/Impact: André Heller, Matthias Wobrock, Benjamin Herz (Media Planning). Responsible at Aroma: Matthias Berg, Tina Sala and team (Roadshow). Responsible at Filmerei.ch: Sven Rufer, Luzius Müller (video production). Photography: Lukas Wassmann, Flavio Karrer.
