Kreisvier for Basel Tourism: This is not a Swiss cliché
Basel offers everything - except what you'd expect from Switzerland. With refreshingly atypical tourist attractions, visitors to Basel enjoy time out from the Swiss cliché. Following the new brand identity "This is Basel", Kreisvier has now also developed the new image campaign.
Even the campaign word mark "Switzerland with a difference. This is Basel." is intended to emphasize that Basel does not conform to stereotypical ideas. With a "Denglish" wink, the campaign proudly shows the internationality of the city of 200,000 inhabitants.
The interplay of abruptly clashing German and English parts suggests the regional, clichéd on the one hand, and modernity and cosmopolitanism on the other: with a rich cultural offering of every stripe, Basel self-confidently offers a contrast program to Switzerland's common alpine folklore image.
The campaign, focused primarily on billboards, is extended digitally through DOOH, banners, social media, web and owned media.
Responsible at Basel Tourismus: Christoph Bosshardt (Head of Marketing), Sarah Bruhin (Social Media & Online Manager), Aline Franklin (Text & Content Manager), Silvio Iacconi (Digital Marketing Manager). Responsible at Kreisvier: Alexandra Kellenberger, Andula Swendrowski, Mirjam Birrer (consulting), Ann-Kathrin Vogel, Bianca Kury, Carmen Stähelin, Dario Bonarrigio, Michael Schmidt, Ramon Niederhauser, Sinia Brugger, (creation), Imke Fichter, Lorena Wissler, Sybille Gundry (DTP), image editing: Sturm. Responsible at Gamned (media consulting, media planning and activation): Silvana Imperiali, Fabrizio Tudisco, Zbynek Zapletal, Granit Sermaxhaj.
