Content and form position Zurich Airport as an experience destination
Zurich Airport presents itself as a destination with international flair. In its current campaign, Inhalt und Form showcases everything Zurich Airport has to offer beyond simply arriving and departing.
Inhalt und Form has been the creative agency for Zurich Airport since 2025. At the center of the current campaign is Zurich's IATA airport code "ZRH". The deliberate shortening of words, as known from the airport language, continues in the messages of the campaign. This playful concept is not only intended to strengthen the connection to the airport world, but also uses neuromarketing approaches for a high level of recognizability and makes it clear to the target groups in a direct way what they can expect. This resulted in 15 tailor-made subjects for shoppers, commuters, employees, passengers and day-trippers.
Since Monday, a combination of DOOH, social media, public transport advertising and owned media has ensured that the messages appear where they reach the target groups best. The headlines of the subjects on the digital screens are animated like analog flyer ads, which is intended to further emphasize the airport feeling.
The aim of the landside campaign is to convert occasional visitors into regular consumers - whether through spontaneous purchases, restaurant visits or planned shopping trips. The daily and longer opening hours than conventional shopping centers are highlighted as a USP, with the aim of increasing the length of stay at the airport as a positive side effect.
Responsible at Zurich Airport: Commercial Marketing, Retail Landside departments. Responsible for content and form: Dominik Stibal (CEO), Karin Estermann (Executive Creative Director), Caroline Minar (Senior Art Director), Dario Brazerol (Copywriter), Stefanie Hager (Consultant & Junior Strategist); Dominik Baur / Fotostudio Baur (Director / Photographer), Adina Zwahlen (Photo Assistant / Digital Operator), Chris Reist (Camera / Lighting Assistant), Emilie Fischer, Mathyas Kurmann, June Fischer (Styling / Equipment).
