Seductively sold warmth
WellCom Advertising wants to "discover new worlds" for the vacation fair
WellCom Advertising wants to "discover new worlds" for the vacation fair By Andreas PanzeriWellCom Advertising is promoting the four vacation fairs in Switzerland under the motto "Discover new worlds". After Ruf Lanz's exotic poster excursions, the beautiful but not easy task for the Bern, Zurich, Geneva and Basel locations is once again based on the longing for warmth and relaxation.
Everyone talks about vacations, but no one goes! - Well, well, the situation in the tourism industry is not yet that dramatic. However, following the worldwide decline in the desire to travel since the historic events of September 11, 2001 and the general deterioration in the economic situation, the
Vacation industry in the midst of profound structural change. "Increased last-minute bookings" are just one of various trends that tour operators are having to deal with "in a difficult, very fragile market environment and in a harsh economic climate with greatly changed framework conditions," explains Gide Kuhn, agency manager at WellCom Advertising in Zurich.
Emotional, targeted and clearly holiday-oriented
Creating this year's campaign for the four Wigra Expo vacation fairs was therefore "no easy task". "Gesundheit", the trade fair for health and vacations, will take place in Bern from January 9 to 12. "Fespo", the trade fair for vacations & sport, will be held in Zurich from January 23 to 26. "Vacances" is the name of the salon from January 31 to
February 2 in Geneva. The tour will then conclude in Basel from February 21 to 23 under the "Basler Ferienmesse" logo. All four trade fairs have the common claim "Discover new worlds" under their trademark.
With their event character, the exhibitions with their wide range of vacation and travel offers form an information platform and a forum for forming opinions for "all those interested in vacations of any kind". The advertising agency had the task of developing and implementing a "target group-oriented, emotional and clearly holiday-oriented overall appearance for all four exhibitions".
Following an agency evaluation, WellCom Advertising won this contract back from its long-standing client Wigra AG after last year's campaign for the vacation trade fairs was designed by Ruf Lanz. At the time, this agency had worked with so-called foreign worlds and primarily described exotic subjects in correspondingly foreign languages.
Client organized workshop to find consensus
In the current campaign, the message, based on the concept idea of "contrasts", has now been packaged in a vacation atmosphere as an alternative world to everyday working life. The subjects are intended to inform and at the same time motivate visitors to the vacation fair. The claim "Discover new worlds", used for the first time this year, is intended to awaken desires and longings "or simply convey a desire for a vacation", says Gide Kuhn, summarizing the various subjects.
With puns such as "bank secret", "renovation" and "night shift", holiday-appropriate images such as a bench overlooking the open sea, a face mask in a wellness center or a hammock for experiencing a completely different "night shift" on a beach have been combined.
The basic ideas for the campaign were developed in a joint workshop between the advertising agency and the client Wigra. The advertisements and posters developed by WellCom met with the unreserved approval of all project managers at the four vacation fairs. "This is our best campaign to date," says a delighted Daniel Wyss, Managing Director of Wigra Expo AG in Zurich.
Sustained demand from exhibitors
The primary objectives of the campaign are to create an eye-catching and attractive appearance to publicize the exhibition. The aim is also to arouse the interest of potential visitors with other interests who have not previously made the pilgrimage to the vacation fairs in droves.
As a secondary objective, the trade fair organizers want to strengthen their branding with this campaign. The trade fairs should profile themselves as dynamic events and achieve qualitative as well as quantitative growth in visitor numbers. In other words, to generate more bookings for tour operators.
Fespo" is celebrating its 13th edition in Zurich this year. Last year, Switzerland's largest public holiday fair attracted 70,000 visitors.
Interest has thus "consolidated at a higher level", according to organizer Daniel Wyss. On the exhibitor side in particular, demand is pleasing and "very stable". In terms of the public, the vacation professionals hope that the advertising campaign's enticingly warm themes will whet the appetite for upcoming vacations as much as possible during these cold days, because, as we all know, anticipation is the greatest joy.
Everyone talks about vacations, but no one goes! - Well, well, the situation in the tourism industry is not yet that dramatic. However, following the worldwide decline in the desire to travel since the historic events of September 11, 2001 and the general deterioration in the economic situation, the
Vacation industry in the midst of profound structural change. "Increased last-minute bookings" are just one of various trends that tour operators are having to deal with "in a difficult, very fragile market environment and in a harsh economic climate with greatly changed framework conditions," explains Gide Kuhn, agency manager at WellCom Advertising in Zurich.
Emotional, targeted and clearly holiday-oriented
Creating this year's campaign for the four Wigra Expo vacation fairs was therefore "no easy task". "Gesundheit", the trade fair for health and vacations, will take place in Bern from January 9 to 12. "Fespo", the trade fair for vacations & sport, will be held in Zurich from January 23 to 26. "Vacances" is the name of the salon from January 31 to
February 2 in Geneva. The tour will then conclude in Basel from February 21 to 23 under the "Basler Ferienmesse" logo. All four trade fairs have the common claim "Discover new worlds" under their trademark.
With their event character, the exhibitions with their wide range of vacation and travel offers form an information platform and a forum for forming opinions for "all those interested in vacations of any kind". The advertising agency had the task of developing and implementing a "target group-oriented, emotional and clearly holiday-oriented overall appearance for all four exhibitions".
Following an agency evaluation, WellCom Advertising won this contract back from its long-standing client Wigra AG after last year's campaign for the vacation trade fairs was designed by Ruf Lanz. At the time, this agency had worked with so-called foreign worlds and primarily described exotic subjects in correspondingly foreign languages.
Client organized workshop to find consensus
In the current campaign, the message, based on the concept idea of "contrasts", has now been packaged in a vacation atmosphere as an alternative world to everyday working life. The subjects are intended to inform and at the same time motivate visitors to the vacation fair. The claim "Discover new worlds", used for the first time this year, is intended to awaken desires and longings "or simply convey a desire for a vacation", says Gide Kuhn, summarizing the various subjects.
With puns such as "bank secret", "renovation" and "night shift", holiday-appropriate images such as a bench overlooking the open sea, a face mask in a wellness center or a hammock for experiencing a completely different "night shift" on a beach have been combined.
The basic ideas for the campaign were developed in a joint workshop between the advertising agency and the client Wigra. The advertisements and posters developed by WellCom met with the unreserved approval of all project managers at the four vacation fairs. "This is our best campaign to date," says a delighted Daniel Wyss, Managing Director of Wigra Expo AG in Zurich.
Sustained demand from exhibitors
The primary objectives of the campaign are to create an eye-catching and attractive appearance to publicize the exhibition. The aim is also to arouse the interest of potential visitors with other interests who have not previously made the pilgrimage to the vacation fairs in droves.
As a secondary objective, the trade fair organizers want to strengthen their branding with this campaign. The trade fairs should profile themselves as dynamic events and achieve qualitative as well as quantitative growth in visitor numbers. In other words, to generate more bookings for tour operators.
Fespo" is celebrating its 13th edition in Zurich this year. Last year, Switzerland's largest public holiday fair attracted 70,000 visitors.
Interest has thus "consolidated at a higher level", according to organizer Daniel Wyss. On the exhibitor side in particular, demand is pleasing and "very stable". In terms of the public, the vacation professionals hope that the advertising campaign's enticingly warm themes will whet the appetite for upcoming vacations as much as possible during these cold days, because, as we all know, anticipation is the greatest joy.
