Lugano: Hitchhiking advertising ambassadors
At the end of the multi-week advertising campaign in German-speaking Switzerland, the city of Lugano sent car stoppers to the Gotthard service area.
The more than 30 hitchhikers were prepared for their mission in advance and instructed accordingly, as the agency responsible, Comunicazione, explained to Werbewoche.ch. On their way across the Alps, the advertising ambassadors told the tourists from the north about their city of Lugano.
The car stoppers marked the end of the Cambio Lugano Cambia project (Werbewoche.ch reported), in which Lugano set up exchange offices in five Swiss cities. German-speaking Swiss were able to exchange old souvenir photos for 30 Lugano francs. Motto: "Instead of posters, we'd rather give you the money directly so that you can get a new picture for yourself." The currency created especially for the campaign can be redeemed in numerous restaurants, hotels, bars and museums until the end of October 2012.
