Take-off for Swiss advertising. Over the festive season, "Destination Excellence," Swiss International Air Lines' new advertising campaign, was launched.
Take-off for Swiss advertising. Destination Excellence«, the new advertising campaign from Swiss International Air Lines, was launched over the festive period. The kick-off campaign uses four different image subjects and additional text subjects to communicate the slogan »Destination Excellence".
Take-off for Swiss advertising. Over the festive season, "Destination Excellence," the new advertising campaign of Swiss International Air Lines, was launched. The kick-off campaign aims to raise awareness of the slogan nationally and internationally with four different visual subjects as well as additional text subjects. The first phase of the campaign, with advertisements in around ten countries, will run until mid-February. This will be followed by a wide-ranging product campaign. For the first brand campaign, the Jung von Matt/Limmat agency has implemented the slogan "Destination Excellence" as a promise by Swiss employees that the new airline will do everything in its power every day to ensure the well-being of its passengers. For example, it advertises the "excellent" culinary art that the Swiss have brought to 3,000 meters with their mountain restaurants and that Swiss is "now even higher". Another subject shows, taken through the window, a very "excellent" relaxed passenger in the flying bed of the First Class. "You can recognize a Swiss plane even without looking at the tail fin," is the explanation. Somewhat confusing, however, is the subject with the two "follow me" and three "no follow me" cars, respectively, which all want to guide an arriving aircraft in five different directions. Is a certain disorientation of the Swiss crew perhaps being used as an argument for the advertising? No drinking and driving. It is not only during the festive season that accident statistics make it clear that drinking and driving is unfortunately still an issue. The creatives at Publicis have therefore developed a poster campaign for their client APG that aims to raise public awareness of this problem. APG wants to make a contribution to reducing the number of alcohol-related traffic accidents. According to Markus Gut of Publicis, it is not so much the admonishing finger as the medium itself that is intended to demonstrate the consequences of drinking and driving. The five subjects of the campaign can be seen nationwide from the end of December 2002 until the beginning of February 2003 on large format, B12, B200 as well as B4. At selected locations, the poster can also be seen as a three-dimensional installation. The fact that a certain Remo Süsstrunk is responsible for the blurred image design of these posters should in no way be misused here as a punch line.
Advertising for kings. Last Epiphany, Sunrise/ TDC Switzerland celebrated its 5-year anniversary. Of course, this wanted to be celebrated royally. For this reason, all 800,000 fixed network customers of Sunrise were allowed to make calls on the Sunrise fixed network at half price for the entire Epiphany week. The campaign was announced in style with the typical crown from the Epiphany cake. This could be found not only as an insert in the Sunday press of January 5, but also as a key visual in advertisements on January 6. A few copies of the SonntagsBlick were even decorated with a technically elaborate banderole in the shape of a royal crown. And at the train stations on Epiphany Day, passengers were offered not only the crown but also a fine piece of Epiphany cake, because "at Sunrise, every customer is king," as CD Thomas Kurzmeyer from the Wirz advertising agency responsible for the campaign says.
Food for thought at the turn of the year. A nice New Year's custom has become established in Lucerne. For the fifth time, APG, in collaboration with the Lucerne School of Art and Design, has put up special posters to mark the turn of the year. The ten works selected by the 2nd-year graphics class point out everyday things, they "encourage a smile with an ambiguous wink and hopefully stimulate thought," according to Bruno Niederberger, director of APG Lucerne. This company sponsors the display sites for the posters. Siebdruck Bösch makes the printing possible. For the students as well as for the teachers, this campaign is an enormous opportunity to get to grips with the medium of posters, says Paul Brühwiler, a teacher in the graphics department of the Lucerne School of Art. The posters are on display in the courtyard of Rössligasse 12 until January 24, as well as at various locations in Lucerne. In addition, the works can also be admired as a virtual poster exhibition at www.3dcity.info.
EU Commission considers lifting TV advertising restrictions. Restrictions on advertising time on European television could soon be a thing of the past. The rules in the EU TV Directive need to be reviewed to see if they are necessary, the EU Commission has decided. The "Television without Frontiers" directive currently regulates, among other things, the permitted duration of TV advertising. "The Commission has received several complaints, mainly from consumer organizations, regarding compliance with this quantity limit," the Brussels-based authority noted when it adopted a work plan to recast the directive. These complaints would be investigated. At the same time, however, the Commission questioned the regulation as such: The sense of a quantitative limit for advertising with the current accuracy should be reviewed. The planned revision of the directive, on the other hand, should provide more precise guidelines for the promotion of European works on television.
Self-reflection. With a simple but impressive-looking "NR.1," Spiegel drew attention in its toughest rival papers to the fact that it was the birthday of the news magazine in Germany. Fifty-six years ago, on January 4, 1947, the legendary No. 1 appeared. "A further 2915 issues followed," read the small print of the advertisement, as well as the statement: "What has remained is No. 1: the position as the German news magazine." To maintain this pole position, Spiegel today has 70 documentation specialists working for 270 Spiegel editors, who research and write in Hamburg as well as in 10 domestic and 23 foreign correspondent bureaus, and who want to see the competition continue with the number 2 on their backs.
Communications budget: cautious optimism among large companies. 71 percent of companies will increase or leave their communications budget unchanged in 2003 compared to the previous year (66 percent last year). This is the result of a representative survey of the 500 largest Swiss companies conducted by the opinion research institute Isopublic on behalf of Farner PR & Consulting AG. Export-oriented companies are increasing their budgets at an above-average rate, while companies focusing on the domestic market are tending to reduce their budgets.
12 percent (previous year: 22 percent) of companies expect to increase their budgets in the course of the year, while
80 percent (previous year 64 percent) assume the status quo.
Crumplefest. Recently, a fiend has been going around in the Adliswil catchment area, depositing his paper waste in other people's mailboxes - or so one might assume at first glance. But if you read the crumpled paper carefully, you will be amazed: The pink paper does not come from a greasy sausage, but directly from the clean cosmetics studio Monika Jungen/Beauty-Center Barbara Maag.
in Adliswil. With the un-
ordinary mailing campaign, the two women want to draw attention to their facial treatments against wrinkles. After Matter & Partner's oranges against cellulite and steel nails for strong men's fingernails, Wirz's wrinkle paper is now intended to attract new customers to the studio. CD: Hanspeter Schweizer; AD: Rolf Kälin; Text: John Leuppi.
Advertising for kings. Last Epiphany, Sunrise/ TDC Switzerland celebrated its 5-year anniversary. Of course, this wanted to be celebrated royally. For this reason, all 800,000 fixed network customers of Sunrise were allowed to make calls on the Sunrise fixed network at half price for the entire Epiphany week. The campaign was announced in style with the typical crown from the Epiphany cake. This could be found not only as an insert in the Sunday press of January 5, but also as a key visual in advertisements on January 6. A few copies of the SonntagsBlick were even decorated with a technically elaborate banderole in the shape of a royal crown. And at the train stations on Epiphany Day, passengers were offered not only the crown but also a fine piece of Epiphany cake, because "at Sunrise, every customer is king," as CD Thomas Kurzmeyer from the Wirz advertising agency responsible for the campaign says.
Food for thought at the turn of the year. A nice New Year's custom has become established in Lucerne. For the fifth time, APG, in collaboration with the Lucerne School of Art and Design, has put up special posters to mark the turn of the year. The ten works selected by the 2nd-year graphics class point out everyday things, they "encourage a smile with an ambiguous wink and hopefully stimulate thought," according to Bruno Niederberger, director of APG Lucerne. This company sponsors the display sites for the posters. Siebdruck Bösch makes the printing possible. For the students as well as for the teachers, this campaign is an enormous opportunity to get to grips with the medium of posters, says Paul Brühwiler, a teacher in the graphics department of the Lucerne School of Art. The posters are on display in the courtyard of Rössligasse 12 until January 24, as well as at various locations in Lucerne. In addition, the works can also be admired as a virtual poster exhibition at www.3dcity.info.
EU Commission considers lifting TV advertising restrictions. Restrictions on advertising time on European television could soon be a thing of the past. The rules in the EU TV Directive need to be reviewed to see if they are necessary, the EU Commission has decided. The "Television without Frontiers" directive currently regulates, among other things, the permitted duration of TV advertising. "The Commission has received several complaints, mainly from consumer organizations, regarding compliance with this quantity limit," the Brussels-based authority noted when it adopted a work plan to recast the directive. These complaints would be investigated. At the same time, however, the Commission questioned the regulation as such: The sense of a quantitative limit for advertising with the current accuracy should be reviewed. The planned revision of the directive, on the other hand, should provide more precise guidelines for the promotion of European works on television.
Self-reflection. With a simple but impressive-looking "NR.1," Spiegel drew attention in its toughest rival papers to the fact that it was the birthday of the news magazine in Germany. Fifty-six years ago, on January 4, 1947, the legendary No. 1 appeared. "A further 2915 issues followed," read the small print of the advertisement, as well as the statement: "What has remained is No. 1: the position as the German news magazine." To maintain this pole position, Spiegel today has 70 documentation specialists working for 270 Spiegel editors, who research and write in Hamburg as well as in 10 domestic and 23 foreign correspondent bureaus, and who want to see the competition continue with the number 2 on their backs.
Communications budget: cautious optimism among large companies. 71 percent of companies will increase or leave their communications budget unchanged in 2003 compared to the previous year (66 percent last year). This is the result of a representative survey of the 500 largest Swiss companies conducted by the opinion research institute Isopublic on behalf of Farner PR & Consulting AG. Export-oriented companies are increasing their budgets at an above-average rate, while companies focusing on the domestic market are tending to reduce their budgets.
12 percent (previous year: 22 percent) of companies expect to increase their budgets in the course of the year, while
80 percent (previous year 64 percent) assume the status quo.
Crumplefest. Recently, a fiend has been going around in the Adliswil catchment area, depositing his paper waste in other people's mailboxes - or so one might assume at first glance. But if you read the crumpled paper carefully, you will be amazed: The pink paper does not come from a greasy sausage, but directly from the clean cosmetics studio Monika Jungen/Beauty-Center Barbara Maag.
in Adliswil. With the un-
ordinary mailing campaign, the two women want to draw attention to their facial treatments against wrinkles. After Matter & Partner's oranges against cellulite and steel nails for strong men's fingernails, Wirz's wrinkle paper is now intended to attract new customers to the studio. CD: Hanspeter Schweizer; AD: Rolf Kälin; Text: John Leuppi.
