Tele Züri advertises for concession with celebrities

Tele Züri is currently advertising with an image campaign in which celebrities such as Franco Knie speak out in favor of the station. "If Franco Knie has his way, the most successful private television station definitely deserves a license," say the testimonials, for example. "We want to demonstrate that Tele Züri belongs to Zurich," says Andrea Haemmerli, Commercial Director of Belcom. Is the aim also to have a positive influence on the upcoming licensing decision in Bern? "The campaign is being run in Zurich, not in Bern," explains Haemmerli. But the aim is to draw the public's attention to the issue and communicate that successful Zurich residents are behind the TV station. An image campaign had been planned anyway; the station management then decided to include the current topic of concessions in it. At the same time, they wanted to thank viewers for their support. The Tele Züri campaign will also feature other well-known faces: FCZ captain Hannu Tihinen, ZSC captain Mathias Seger and pastor Ernst Sieber. In addition to advertisements, posters and a TV commercial will also be used. The Zurich agency Hochspannung is responsible for the campaign. It is the new agency after Markus Cavegn worked for the two Belcom stations for many years. "We wanted to bring a breath of fresh air into advertising with a new agency. We've also had a lot of personnel changes. I myself have only been here since February. A change like this on the client side often results in a change of agency," explains Haemmerli. They had a good experience with Hochspannung during a flash campaign for the morning show "Ufsteller" and then decided to award the contract to the small Zurich creative agency.
The image campaign will initially run until the end of July. Depending on the outcome of the licensing procedure, it will then have to be adapted. Tele Züri is still convinced that the station will not go away empty-handed. In the consultation procedure, the TV station was denied support from various sides, but the decision ultimately lies with the Federal Department of the Environment, Transport, Energy and Communications (Uvek).