Free paper in a new look
Verlage Festland accompanies the changeover of the Anzeiger to tabloid format.
Verlage Festland accompanies the changeover of the Anzeiger to tabloid format.
Constricting at first glance, more concentrated at second glance thanks to the new format. This is how the Festland agency in Zurich visualizes the relaunch of the weekly newspaper Anzeiger in Eastern Switzerland in a handy tabloid format. The free newspaper is published with a circulation of over 200,000 copies in the Thurgau, St. Gallen, Appenzell and Liechtenstein regions - and from January in the new format (WW 43/03). The new gazette is printed in full color. The paper aims to "report on people from Eastern Switzerland, critically scrutinize topics and offer more tips and services." Campaign in two phases
The relaunch communication of Festland is taking place in two phases: The teaser campaign, which conveys the core content using symbolic images in the compressed size of the new advertiser, announces the new format and the optimized content concept with immediate effect. "People in the new format", for example, shows a newly folded shirt. "Culture in the new format" shows a bag of popcorn in the exact size of the new ad. "Cars in the new format" advertises corresponding advertisements with a scrap car compressed to the size of the ad.
Phase two, the actual launch campaign, which will focus on the product, will start with the first issue of the new-format advertiser.
A tabloid pizza advertises the newspaper's new format.
Free newspaper The Ostschweizer Anzeiger becomes a tabloid and advertises the format change with shredded cars.
Andreas Panzeri
Constricting at first glance, more concentrated at second glance thanks to the new format. This is how the Festland agency in Zurich visualizes the relaunch of the weekly newspaper Anzeiger in Eastern Switzerland in a handy tabloid format. The free newspaper is published with a circulation of over 200,000 copies in the Thurgau, St. Gallen, Appenzell and Liechtenstein regions - and from January in the new format (WW 43/03). The new gazette is printed in full color. The paper aims to "report on people from Eastern Switzerland, critically scrutinize topics and offer more tips and services." Campaign in two phases
The relaunch communication of Festland is taking place in two phases: The teaser campaign, which conveys the core content using symbolic images in the compressed size of the new advertiser, announces the new format and the optimized content concept with immediate effect. "People in the new format", for example, shows a newly folded shirt. "Culture in the new format" shows a bag of popcorn in the exact size of the new ad. "Cars in the new format" advertises corresponding advertisements with a scrap car compressed to the size of the ad.
Phase two, the actual launch campaign, which will focus on the product, will start with the first issue of the new-format advertiser.
A tabloid pizza advertises the newspaper's new format.
Free newspaper The Ostschweizer Anzeiger becomes a tabloid and advertises the format change with shredded cars.
Andreas Panzeri
