The bz shows itself in full size
A campaign by CR Basel aims to raise awareness of what the *Basellandschaftliche Zeitung* really is: a full-format newspaper.
The five partner papers of the MittellandZeitung (MZ) association have different titles, but the same logo, the same jacket and the same layout. Only the Basellandschaftliche Zeitung (bz) has so far been different. Since 27 August, it has been recognizable as part of the MZ family. This prompted the publishing house in Liestal to commission the CR Basel agency with an advertising campaign. The agency prepared a strong appearance. "The new appearance of the bz gives it the opportunity to position itself as a cosmopolitan, full-service newspaper. At the same time, it is strongly connected to the region and its tradition. Our campaign should therefore show both sides," says Thomas Fux, consultant at CR Basel.
Even the claim "bz. the region in all its glory" expresses this. It demonstrates foresight instead of provincialism. The visual part of the campaign also features a touch of Basel humor. CR Basel plays with an oversized bz newspaper roll, which serves as a placeholder on the various subjects. Sometimes the roll stands for the planned Roche office tower in the middle of the Basel cityscape, then it is mounted as a tunnel for the H2 bypass in the Basel countryside. In the TV commercial shown on TeleBasel, the reel also represents a train arriving at Basel's SBB station. "It's pulling in," says the voiceover. This is meant quite ambiguously: because the bz really does want to enter Basel more intensively, i.e. expand its reporting on the city and its agglomeration. And in doing so, it wants to get in the way of its competitor Basler Zeitung. (mk)
Even the claim "bz. the region in all its glory" expresses this. It demonstrates foresight instead of provincialism. The visual part of the campaign also features a touch of Basel humor. CR Basel plays with an oversized bz newspaper roll, which serves as a placeholder on the various subjects. Sometimes the roll stands for the planned Roche office tower in the middle of the Basel cityscape, then it is mounted as a tunnel for the H2 bypass in the Basel countryside. In the TV commercial shown on TeleBasel, the reel also represents a train arriving at Basel's SBB station. "It's pulling in," says the voiceover. This is meant quite ambiguously: because the bz really does want to enter Basel more intensively, i.e. expand its reporting on the city and its agglomeration. And in doing so, it wants to get in the way of its competitor Basler Zeitung. (mk)
