Swiss with new advertising presence as of October 9
As announced in August, Swiss is giving its advertising campaign a fresh new direction. The campaign launches this week in twelve markets and is intended to help further strengthen the airline’s position and brand image as Switzerland’s national carrier.
Swiss aircraft and their tail fin with the Swiss cross are at the center of photographer Tom Nagy's idealizing imagery. This symbol is intended to embody attributes of Switzerland such as authenticity, quality and friendliness, Swiss said in a statement on Thursday. The headlines play with these values as well as with typical Swiss clichés. The new claim "Our sign is a promise" is intended to summarize the service and quality promise of the Swiss airline.
In Switzerland, the campaign will start with the kickoff in the Sunday press on October 9, 2011. In a first wave, posters, ads, megaposters, eBoards, ePanels, and online banners will be used until October 30, 2011. These will be used throughout Switzerland and in the border regions of Basel and Geneva.
The appearance was realized in cooperation with the advertising agencies Publicis / Publicis Modem (microsite) and Plan.net (digital OOH & online banner). The new CI/CD and the new logo were developed with the brand agency Nose.
In the course of the new appearance, two new landing pages were designed, in Swiss German and Rhaeto-Romanic.
Swiss Swiss German
Swiss Romansh
Responsible at Swiss: Holger Hätty (Chief Commercial Officer), Markus Binkert (Head of Marketing), Marcel Benz (Head of Marketing Communications), Christine Moch (Manager Advertising). Responsible at Publicis: Curdin Janett (CEO), Tim Hoppin (Creative Director), Swen Morath (Art Director), Barbara Lagger (Senior Brand Director), Silvia Holend (Brand Director), Achill Prakash (Director of Planning). Responsible at Nose: Walter Stulzer (Managing Partner), Borries Schwesinger (Design Director), Türker Cengiz (Junior Consultant).
