Don't bite into every flower
Swiss Youth Hostels believe that the «alternative lodging» concept—"vacation and savings in one"—is a winning combination.
Parahotel industry "Holidays and savings in one" is a hot combination, according to the Swiss Youth Hostels. But all the more so against its high-price image. The low-cost offerings of the non-profit organization Swiss Youth Hostels (SJH) could actually have benefited from this. But these in turn are fighting against the image of dormitories, Birkenstocks and woollen blankets. Since the peak year of 2002 with over 875,000 overnight stays - also thanks to the National Exhibition - bed occupancy has stagnated. In 2004, the SJH recorded just under 839,000 overnight stays. Nevertheless, they have been doing relatively well in the tourism statistics for several years and have made people forget that the organization was almost on the brink of collapse before Fredy Gmür took over as CEO.
The SJH brand has also responded to the change in values in society by significantly reducing operations such as beds and, in return, increasing quality, the proportion of double rooms and its offers. Although the improvements were noticed by regular customers, they hardly reached the potential target groups. The dusty image of the Swiss classic with its early closing times, rather hostile management and groups of teenagers is still present among them.
The statistics themselves, which describe a completely new reality, show just how far off the mark they are: More than 43 percent of those staying are over the age of 35, and 60 percent of guests are individuals and families. The density of hostels and the prices for accommodation and meals are still attractive.
To achieve the targets - an annual increase in overnight stays of one to two percent and better positioning - the Zurich-based advertising agency has reverted to the well-known sales argument of price. "Most people know that we are good value for money. However, the image transfer of improved quality was not sustainable enough in the previous campaigns. That's why this time we are communicating it together with an indirect price comparison," says Tobias Thut, Head of Services at SJH.
Ambiguous claim
The new campaign not only brings the youth hostels back into the public eye, but also points out the benefits with cheeky humor: Those who book with the SJH get more out of their stay, i.e. more money for food, going out, sport or wellness - in other words, more pleasure. What is dramatized in the three motifs is summed up in the ambiguous claim: "Swiss Youth Hostels. For more than just one night."
The unusually self-confident tone adopted by the SJH in advertisements, posters, banners and cards for free - the last campaign was in black and white and focused on the community experience - is doing away with the well-behaved image of young people. The image change is also brought directly to the target group with BtL measures. At this year's Gurtenfestival, the world's largest youth hostel will be opening its doors - at least for four days, says Sarah Hiltebrand, creative director at Werbeanstalt. She is referring to the SJH's appearance as sponsor of the Sleeping Zone there, which will offer 12,000 people a tent over their heads during the festival. "And with hot water to boot," adds consultant Reto Dürrenberger. This is anything but usual for such events. Except at the Swiss Youth Hostels.
What to do when hotels are too expensive? The Zurich agency Werbeanstalt knows what to do.
Luca Aloisi
The SJH brand has also responded to the change in values in society by significantly reducing operations such as beds and, in return, increasing quality, the proportion of double rooms and its offers. Although the improvements were noticed by regular customers, they hardly reached the potential target groups. The dusty image of the Swiss classic with its early closing times, rather hostile management and groups of teenagers is still present among them.
The statistics themselves, which describe a completely new reality, show just how far off the mark they are: More than 43 percent of those staying are over the age of 35, and 60 percent of guests are individuals and families. The density of hostels and the prices for accommodation and meals are still attractive.
To achieve the targets - an annual increase in overnight stays of one to two percent and better positioning - the Zurich-based advertising agency has reverted to the well-known sales argument of price. "Most people know that we are good value for money. However, the image transfer of improved quality was not sustainable enough in the previous campaigns. That's why this time we are communicating it together with an indirect price comparison," says Tobias Thut, Head of Services at SJH.
Ambiguous claim
The new campaign not only brings the youth hostels back into the public eye, but also points out the benefits with cheeky humor: Those who book with the SJH get more out of their stay, i.e. more money for food, going out, sport or wellness - in other words, more pleasure. What is dramatized in the three motifs is summed up in the ambiguous claim: "Swiss Youth Hostels. For more than just one night."
The unusually self-confident tone adopted by the SJH in advertisements, posters, banners and cards for free - the last campaign was in black and white and focused on the community experience - is doing away with the well-behaved image of young people. The image change is also brought directly to the target group with BtL measures. At this year's Gurtenfestival, the world's largest youth hostel will be opening its doors - at least for four days, says Sarah Hiltebrand, creative director at Werbeanstalt. She is referring to the SJH's appearance as sponsor of the Sleeping Zone there, which will offer 12,000 people a tent over their heads during the festival. "And with hot water to boot," adds consultant Reto Dürrenberger. This is anything but usual for such events. Except at the Swiss Youth Hostels.
What to do when hotels are too expensive? The Zurich agency Werbeanstalt knows what to do.
Luca Aloisi
