1 : 0 for Bern

 
Location marketing The Bern region also wants to use Euro 08 to promote itself. Contexta has designed a case for this purpose. 
Uefa's Euro 08 is a unique opportunity for the Swiss host cities. Bern has already made professional use of it - not only with the help of the Dutch - for active location marketing.In Bern, it was realized relatively quickly that the awarding of Euro 08 to Switzerland and Austria is of importance for the tourist development of the city and region beyond the event.
Thus, as early as 2006, the city and canton, together with business representatives, founded the Euro 08 Bern Association to plan, organize and coordinate a wide range of activities: Starting with the ceremonial resurrection of the old Wankdorf stadium clock in December 2007 to the street soccer tournament and the Euro 08 welcome festival "FussBall & MundArt" on the Bundesplatz.
In the fall of 2007, Contexta, which as the largest advertising agency in Bern is of course also a member of the association, was commissioned to communicate all these activities. And under a unified visual and content umbrella, so that they receive the attention they deserve despite the Euro 08 advertising flood, as CD and partner Bene Abegglen explains.
The result is an intelligent and modular location marketing campaign with exemplary character, which involved the population already in the run-up to Euro 08 and marked its presence - also on advertising material of the individual association members.
During the games, the campaign is now developing into pure tourism advertising, which is intended to draw the attention of guests from all over Europe to the highlights of the Zähringerstadt and to inspire them to visit Bern as a destination. After all, at the end of the campaign, it is not football that should stand out as the winner, but the city.
In creating an all-encompassing communication platform, Contexta was also faced with the challenge that a wide variety of preliminary work already existed that had to be integrated. For example, there was already the logo with the football in the form of a speech bubble by the Bernese graphic designer Balsi, which had emerged as the winner from a competitive presentation. In addition, a Euro-08 slogan for Bern had been chosen in a public competition: "Bern works wonders."
The agency gratefully accepted these two steep passes: Contexta integrated the logo into an unmistakable layout and made the slogan the common denominator of a text campaign in which each subject becomes one of many numbered wonders of Bern. The text campaign also makes it possible to react quickly to current events. Further subjects can be realized at any time at low cost.
Speaking of costs: "Contexta consistently uses the synergies that arise with the various members of the Euro 08 Bern association," explains the new CEO Nadine Borter. Thus, one encounters the countless subjects not only on municipal billboards, but also in the customer magazines of BKW and BEKB or the press titles of Espace Media Groupe - of course always with a reference to the website www.bernwirktwunder.ch, where all details on all activities can be found.
Under the umbrella of the campaign, however, individual members can also advertise on their own behalf and thus communicate their commitment to the outside world, as an example of the Coop paper bags shows.
Andreas Panzeri?