More value - also for commuters
Newspapers: In response to *20 Minuten*, the *St. Galler Tagblatt* highlights the advantages of a regional newspaper.
Newspapers When confronted with 20 Minuten, the St. Galler Tagblatt emphasizes the advantages of a regional newspaper The editor-in-chief of the St. Galler Tagblatt, Gottlieb F. Höpli, reacted to the recently launched 20 Minuten St. Gallen with great self-confidence. The "meagre two mini-pages" of regional reporting are not something to be carried home, said Höpli to the commuter paper. However, the attack from Tamedia does not leave him that cold. Seemingly by chance, the publisher of the largest daily newspaper in Eastern Switzerland has put together a comprehensive package of measures to coincide with the launch. From the expansion of distribution and attractive advertising offers to a reader survey among subscribers with a competition - all the levers were set in motion. Including a campaign to raise awareness of the value of the
St.Galler Tagblatt and thus indirectly devalues the intruder. The basic idea of the Festland agency is based on a high level of local expertise, which ensures a corresponding level of acceptance among more than 239,000 readers, and on a range of additional services that go beyond the provision of information.
CD Lucas Roos and his creative team took this added value as a further aspect of the claim "More than a newspaper" and implemented it in a cheeky image campaign. A "subtle" touch of self-irony, according to Roos, is intended to show that the Tagblatt is indispensable in everyday life in Eastern Switzerland - even after it has fulfilled its actual purpose of informing its readership. Even after 20 minutes or more of reading the newspaper. This has resulted in realizations that many other publishers shy away from in their advertising because the newspaper appears quite unattractive. Nevertheless, the advertising motifs build more or less direct bridges to the departments, services and locally strongly anchored sections.
In the same style, the overall appearance also includes special advertisements to publicize additional services and offers of the Tagblatt ("More class" for media lessons in schools or "More history" for the microfilm archive) as well as headline filler advertisements with a whole series of topic-related subjects such as "More Oléoléolé" for coverage of the most important minor matter in the world.
More than just a newspaper: Festland shows that the St. Galler Tagblatt is not just for reading.
St.Galler Tagblatt and thus indirectly devalues the intruder. The basic idea of the Festland agency is based on a high level of local expertise, which ensures a corresponding level of acceptance among more than 239,000 readers, and on a range of additional services that go beyond the provision of information.
CD Lucas Roos and his creative team took this added value as a further aspect of the claim "More than a newspaper" and implemented it in a cheeky image campaign. A "subtle" touch of self-irony, according to Roos, is intended to show that the Tagblatt is indispensable in everyday life in Eastern Switzerland - even after it has fulfilled its actual purpose of informing its readership. Even after 20 minutes or more of reading the newspaper. This has resulted in realizations that many other publishers shy away from in their advertising because the newspaper appears quite unattractive. Nevertheless, the advertising motifs build more or less direct bridges to the departments, services and locally strongly anchored sections.
In the same style, the overall appearance also includes special advertisements to publicize additional services and offers of the Tagblatt ("More class" for media lessons in schools or "More history" for the microfilm archive) as well as headline filler advertisements with a whole series of topic-related subjects such as "More Oléoléolé" for coverage of the most important minor matter in the world.
More than just a newspaper: Festland shows that the St. Galler Tagblatt is not just for reading.
The Tagblatt as sun protection: The Festland agency shows what else a good newspaper is good for >> page 7
Luca Aloisi
