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Nightlife Magazines: Guye Benker developed a «Homesickness» campaign for the new Züritipp, which has taken on a cool, big-city look.
Nightlife magazines Guye Benker developed a "homesickness" campaign for the new Züritipp with its cool big city look. With the exception of 20 Minuten Week, which still has to prove itself in the (newspaper) market for the time being, the continuing decline in advertising has taken its toll on nightlife magazines. While some have reduced their size, others have had to fold completely, such as Ansager - the joint publication of the Bernese publishers Espace Media Groupe and Der Bund. Others, like the NZZ Ticket, saw a way out in concessions to cyclically resistant classified segments, i.e. advertisements for milieu venues. The soon-to-be 21-year-old Züritipp, on the other hand, is embarking on an anti-cyclical expansion trip.nothing for vacation organizers This clear commitment was not only followed by changes in the architecture, layout and content of the paper, but also by an introductory campaign. This is intended to position the previous Kulturagenda as a dedicated city magazine. The advertising idea has its origins in the new content (WW 23/03): According to CD André Benker, since the updated event magazine contains even more tips on going out, events, leisure, culture and shopping, the magazine concept has been reduced to a single denominator: even more Zurich. Which in turn means: "In no other nightlife magazine than the new Züritipp can you now find out more about what you're missing out on if you're not in Zurich," says the creative. In keeping with the time of year, the GuyeBenker team is therefore showing people in popular vacation destinations who, when leafing through the city magazine, are frustrated to discover what leisure activities they are missing out on far from home.
The campaign started with teaser classified ads in the publisher's own titles, while the actual campaign on posters, advertisements, streetcar and bus posters only began during the current launch week.
has. "We are also running radio ads, using the e-board in the main station and publishing filler ads," says Christophe Guye, who has overall responsibility, listing the means by which readers' attention is to be drawn to the redesigned product.
In order to draw additional attention to the Tages-Anzeiger supplement, the circulation will be temporarily increased for distribution campaigns at Zurich train stations and at selected events. Despite the effort and the focus on the Limmat metropolis, its lifestyle and nightlife, "the Züritipp will remain a supplement to the Tages-Anzeiger and will not be available separately," says Head of Marketing Gabi Wettstein.
Spoiling the vacations of Zurich travelers: Guye-Benker campaign for the redesigned Züritipp.
The campaign started with teaser classified ads in the publisher's own titles, while the actual campaign on posters, advertisements, streetcar and bus posters only began during the current launch week.
has. "We are also running radio ads, using the e-board in the main station and publishing filler ads," says Christophe Guye, who has overall responsibility, listing the means by which readers' attention is to be drawn to the redesigned product.
In order to draw additional attention to the Tages-Anzeiger supplement, the circulation will be temporarily increased for distribution campaigns at Zurich train stations and at selected events. Despite the effort and the focus on the Limmat metropolis, its lifestyle and nightlife, "the Züritipp will remain a supplement to the Tages-Anzeiger and will not be available separately," says Head of Marketing Gabi Wettstein.
Spoiling the vacations of Zurich travelers: Guye-Benker campaign for the redesigned Züritipp.
Luca Aloisi
