The power from the Middle Kingdom
Media: With a new look and a new agency, the MittellandZeitung is positioning itself as a leading publication.
Media The MittellandZeitung is positioning itself as a leading title with a new look and a new agency. "Now you too can hit the center," promised the Mittelland Zeitung (MZ) in its advertising campaign until now. Since the introduction of the joint cover section of the Aargauer Zeitung, Solothurner Zeitung and the daily newspapers of Olten and Zofingen, this has been designed by the Glamour Engineering agency. This March, the Forum newspaper is back with a new look for its advertisers. "We wanted to be more striking and remind people that the Mittelland Zeitung is an important title that should not be missing from the media plan," explains Monica Zihs, Head of MZ Marketing Services. Last fall, MZ managers led by Ulrich Eckstein invited several agencies to pitch for the best possible implementation of the message. The advertising idea from the Zurich-based creative team at Publicis, who have been successfully implementing campaigns for various print titles for years - including the multi-award-winning NZZ pencil campaign - was convincing.
"Without the third-largest economic area, your brand lacks power" is the new claim of the trade campaign that has been launched. It accompanies the striking staging of "battered" brands such as Renault, Nike, Samsung and Maggi. The car, the sneaker and the condiment bottle - lovingly recreated as inflatable objects by model maker Urs Meier - are all missing a few breaths of air from the Mittelland.
The launch campaign focused on the geographical location and explained what the Mittelland actually is, says Zihs. Now they want to clearly demonstrate that MZ is the only newspaper that reaches the strategically interesting area between Zurich, Bern and Basel. Around 790000 people live in the third-largest economic area in German-speaking Switzerland. With over 360000 readers, MZ not only reaches half of the inhabitants of the Mittelland, but is also the third-largest newspaper in German-speaking Switzerland behind Blick and Tages-Anzeiger.
"In terms of quality, we want to position ourselves even more clearly as the top title in this region in the advertising market," says the Head of MZ Marketing Services. In terms of quantity, MZ would like to make greater use of national campaigns. Zihs: "We are one of the global players; the Mittelland region certainly cannot be covered without us."
Attack from the Mittelland On Monday morning, the Mittelland Zeitung launched the "Opération Attaque". Behind the sonorous code name lies an attack on the competitor Berner Zeitung (BZ). The MZ regional edition Berner Rundschau will be printed with a three times higher circulation (15,000 copies) over the next ten weeks and distributed to households free of charge. MZ is targeting the regions of Oberaargau, western Emmental and Berner Mittelland. (ww)
The Mittelland Zeitung and its agency Publicis want to get some badly battered brands back into shape.
Simone Keller
"Without the third-largest economic area, your brand lacks power" is the new claim of the trade campaign that has been launched. It accompanies the striking staging of "battered" brands such as Renault, Nike, Samsung and Maggi. The car, the sneaker and the condiment bottle - lovingly recreated as inflatable objects by model maker Urs Meier - are all missing a few breaths of air from the Mittelland.
The launch campaign focused on the geographical location and explained what the Mittelland actually is, says Zihs. Now they want to clearly demonstrate that MZ is the only newspaper that reaches the strategically interesting area between Zurich, Bern and Basel. Around 790000 people live in the third-largest economic area in German-speaking Switzerland. With over 360000 readers, MZ not only reaches half of the inhabitants of the Mittelland, but is also the third-largest newspaper in German-speaking Switzerland behind Blick and Tages-Anzeiger.
"In terms of quality, we want to position ourselves even more clearly as the top title in this region in the advertising market," says the Head of MZ Marketing Services. In terms of quantity, MZ would like to make greater use of national campaigns. Zihs: "We are one of the global players; the Mittelland region certainly cannot be covered without us."
Attack from the Mittelland On Monday morning, the Mittelland Zeitung launched the "Opération Attaque". Behind the sonorous code name lies an attack on the competitor Berner Zeitung (BZ). The MZ regional edition Berner Rundschau will be printed with a three times higher circulation (15,000 copies) over the next ten weeks and distributed to households free of charge. MZ is targeting the regions of Oberaargau, western Emmental and Berner Mittelland. (ww)
The Mittelland Zeitung and its agency Publicis want to get some badly battered brands back into shape.
Simone Keller
