It's cheaper to sleep in black and white
Swiss hostel operators are picking up their German guests right at their homes to ensure they continue to stay at their «Jugis.».
Hotel industry Swiss hostel fathers are already picking up their German guests at home so that they can continue to stay in their "Jugis" Despite the current weather high, dark storm clouds are brewing over the Swiss hotel industry this summer. After last year's slump of five percent, the industry association expects a further decline this year - and not only in the high-price segment. The absence of many tourists from Germany (2002: -12 %), who, with a share of more than 18 percent, most often take a rest in local guesthouses, is the most painful factor. The 61 hostels run by the non-profit Swiss Youth Hostels (SJH) association showed a more encouraging trend, bucking the trend. With an increase of 1.1 percent in overnight stays, 3 percent in operating income (for the 46 independently managed hostels) and 23 percent more members, the SJHs remain the exception that proves the rule. SJH marketing manager Barbara Rutschi commissioned pitch winner Id, Zurich, to develop and implement a campaign to ensure that this remains the case in the year after Expo.02, with even more local and German guests coming and, if possible, booking online.
24 hours openThe campaign is intended to refresh the organization's still slightly dusty image. With the core message that Switzerland does not have to be expensive, the target groups - families, teenagers and students - are also told facts that are often hardly known. For example, the fact that there are no age limits and double rooms have long been available, or that the hostels are open 24 hours a day - "not like in Bavaria, where it's lights out at ten o'clock in the evening," explains concept developer and consultant Reto Dürrenberger.
In line with the concept, the media use is divided up: 70 percent is placed in Germany, the rest in Switzerland. In line with the SJH-CI and the
business philosophy - "Performance comes before advertising" - the campaign was implemented in black and white. "We wanted to depict the target groups in an unpretentious way and with a touch of Swissness, the apple," says consultant Daniel Izquierdo. Will this be recognized? "Definitely," he is convinced. In any case, it's less ingratiating than kids waving flags.
Also suitable for families: Youth hostel campaign by Id.
24 hours openThe campaign is intended to refresh the organization's still slightly dusty image. With the core message that Switzerland does not have to be expensive, the target groups - families, teenagers and students - are also told facts that are often hardly known. For example, the fact that there are no age limits and double rooms have long been available, or that the hostels are open 24 hours a day - "not like in Bavaria, where it's lights out at ten o'clock in the evening," explains concept developer and consultant Reto Dürrenberger.
In line with the concept, the media use is divided up: 70 percent is placed in Germany, the rest in Switzerland. In line with the SJH-CI and the
business philosophy - "Performance comes before advertising" - the campaign was implemented in black and white. "We wanted to depict the target groups in an unpretentious way and with a touch of Swissness, the apple," says consultant Daniel Izquierdo. Will this be recognized? "Definitely," he is convinced. In any case, it's less ingratiating than kids waving flags.
Also suitable for families: Youth hostel campaign by Id.
Luca Aloisi
