How Farner and Rod cleverly court readers for La Regione
With a campaign by Farner and Rod, the Ticino daily newspaper La Regione is courting readers - and looking in the direction of its competitors with a wink.
La Regione, the daily newspaper in Ticino, has seen a lot of changes in recent years: Under the leadership of the new editor-in-chief Daniel Ritzer, there is more opinion, more debate and dialog, and the digital offering has also been greatly expanded. Potential readers should now also be aware of this: With a new campaign, La Regione therefore wants to position itself as "the true Ticino Courier.
"Challenging main competitors a bit"
The idea of the Zurich agencies Farner and Rod: The newspaper self-confidently calls itself "Corriere del Mendrisiotto" or "Corriere del Luganese" - a wink at main competitor Corriere del Ticino. "We want to be the most important journalistic voice in the canton, a newspaper in which even unpleasant topics have a place. We want to convince our readers of this with our campaign. At the same time, we don't want to miss out on challenging our main competitor with this claim," explains Rocco Salvioni, CEO of La Regione.
Corriere delle idee
North of the Ceneri, La Regione is traditionally established; south, the newspaper still sees potential. "La Regione doesn't just want to be the "Corriere di Bellinzona", but also the "Corriere del Mendrisiotto", "Corriere del Luganese" but also "Corriere delle idee" and "Corriere indipendente", says Salvioni. This is precisely the spirit that the campaign aims to convey."
The campaign idea was developed by the Zurich agencies Farner and Rod. The campaign was implemented by the Ticino agency Variante.
Responsible for variant: Davide Guidotti. Responsible at La Regione: Daniel Ritzer, Rocco Salvioni. Production: Lisa Bolte, Isabelle Benz, Alessandro Reintges, Janine Paumann, David Schärer and Michel Grunder.
