Agency at the airport promotes beer culture
Together with the Schützengarten brewery, the airport agency promotes beer culture and developed a multi-stage door-opener campaign for the Gallus 612 beer.
Culture is writ large in St. Gallen: In the Abbey Library, since 1983 Unesco World Heritage Site, lies the oldest German book. The Schützengarten brewery in St. Gallen is the oldest (private) brewery in Switzerland and is dedicated to the cultivation of beer culture. For example, the brewery has launched Gallus 612, an Old Style Ale 1400 years later, which pays homage to the city's founder and namesake, the well-traveled monk St. Gallus. The noble brew is already very well received regionally and will in future be served in upscale restaurants, pubs and smokers' lounges nationwide. For targeted acquisition, the airport agency developed a multi-stage door-opener campaign. As the first stage, the Schützengarten brewery sends out a sealed teaser letter inviting restaurateurs to add Gallus 612 to their product range, thereby allowing their guests to ascend directly to tasteful beer heaven.
In the center of the second level is a beer bible, bound in fine linen, which, in addition to a lot of heavenly brewing information, naturally also holds a tasting bottle of Gallus 612 with the corresponding glass between the book covers.
Responsible at Brauerei Schützengarten, St. Gallen: Reto Leutenegger, Sales Director; Roger Tanner, Head of Marketing & Communications. Responsible at Agentur am Flughafen, Altenrhein: René Eugstair (Creative Direction), Dominique Rutishauser (Art Direction), Valeria Hörler, (Graphics), Miriam Egli (Text).
