Without knife, fork and glass

Igeho, the international hospitality trade fair in Basel, rebrands itself with a fresh look by Lang Gysi KnollDeclining sales are causing the Swiss restaurant and hotel industry a stomach ache. As one of the leading trade fairs for the hospitality industry in Europe, Igeho still provides a welcome service to the sector and its gradually fading reputation. With a successful trade fair - around 80,000 trade visitors and a new record for the number of exhibitors - Igeho 01 was able to draw a positive balance. In order to communicate the positioning of the high-profile trade event convincingly and clearly, the organizers entrusted pitch winner Lang Gysi Knoll (LGK) with the task of designing the appearance of the top event with a contemporary look. After all, the international trade fair for communal catering, hotels and restaurants in Basel wants to present itself in a new designer dress for its 20th anniversary in 2003.
"We were not looking for an image that was purely for publicity purposes, but rather to communicate the self-image of a leading product that relies on its own values," says agency co-owner Nicole Huber, explaining the initial situation. The result was a profile that was integrated into the central theme "Home to European Hospitality" and is intended to increase awareness of Igeho, particularly abroad.
In line with the strategic realignment - increased internationalization and shortened trade fair duration - LGK developed a CI that is limited to the modern lettering and dispenses with the knife-fork-glass symbol. The brand was placed center stage in the no-frills motifs by engraving, embossing or printing it on various objects in the industry, such as a simple arming board, a handmade soap or a fine cloche. At first glance, the harmonious arrangements reveal photographer Martina Meier's affinity for the subject and still life. CD Simone Quast on the approach: "The visual language is sensual and light-footed at the same time." After all, it's the little things that make a stay in a restaurant or hotel an experience. The posters, advertisements and brochures are used in Switzerland and neighboring countries. Luca Aloisi
The health insurance companies are being bullied by the FSIO

33/02: Marketing communication - A smile at the wrong time
Since the new KVG came into force in 1996, health insurance companies have become an important advertising client. But advertising in the healthcare sector is tricky because the health insurance market is a political issue. Your article hits the nail right on the head.
I would just like to add one more reason for the arbitrariness, lack of imagination and lack of courage in health insurance advertising: The health insurance companies live in a so-called semi-regulated market, i.e., controlled by a "second board of directors" (Federal Social Insurance Office FSIO), they have only limited possibilities to behave in line with the market. This positioning in the sense of half a market economy is disastrous. It is obvious that this additional level of bureaucracy paralyzes speed, dynamism and personal responsibility.
Please stay on the ball with this important topic, because the development of marketing and communication is in full swing at the health insurance companies.
Lahor Jakrlin, co-owner of Fruitcake advertising agencies