Pop-up indoor pool: Festland turns St. Gallen's temporary facility into a trendy destination
For two winter seasons, the city of St. Gallen is covering the Lerchenfeld outdoor pool as a replacement for the Blumenwies indoor pool, which is currently undergoing renovation. Festland is positioning this temporary facility as a «pop-up indoor pool» in keeping with current trends and is using the campaign to raise awareness among active swimmers.
How does a temporary facility become unique? Festland's campaign for the Lerchenfeld pop-up indoor pool in St.Gallen transforms the temporary solution into a trendy destination for swimmers - and thus the renovation phase of the Blumenwies indoor pool into a springboard for city marketing.
The Blumenwies indoor pool will be renovated by 2027 and will remain closed. To bridge the gap, the Lerchenfeld outdoor pool will be covered for two winter seasons. An attractive offer that needs to be publicized throughout the city.
Inspired by the balloon roof, Festland positions the temporary building in a contemporary way as a "pop-up indoor pool". The matching visual creates awareness, especially among the core target group of active swimmers.
Campaign activated for use
The campaign encourages people to use the temporary indoor pool and strengthens St.Gallen's positioning as a sports city. The concept can also be continued unchanged in the second pop-up season.
Roman Bottlang, Head of Marketing and Events at the Sports Department of the City of St.Gallen, says: "The realization of the pop-up indoor pool is a top sporting achievement in which several specialist departments of the city have been involved. The Festland campaign makes this achievement visible."
Responsible at the City of St.Gallen: Roman Bottlang (Head of Marketing and Events, Sports Office), Leonie Ritz (Project Management, Sports Office), Lea Müller (Communications), Nikolay Naryshkin (Operations Manager). Responsible at Mainland: Agency Mainland.
