Regional newspaper with a difference - modernity meets the 1920s
USP Partner staged the "Speakers' Corner" for the Luzerner Zeitung and the St.Galler Tagblatt. This happened on a Saturday in May on the Bahnhofplatz in Lucerne and in the St.Gallen shopping arena, where a "reader" loudly read out the headlines of the day from the regional newspapers in public.
Be it a good speech or an interesting presentation - both stand and fall primarily by their content. The two regional newspapers of the NZZ Media Group not only inform readers about news from the wider world, but also provide them with regional news and facts - on a daily basis. The media company focuses on high-quality and thoroughly researched journalism. The Lucerne Newspaper and the St. Galler Tagblatt communicate with a personnel-supported marketing activity and gain new readers by being close to the regional population.
An activity creates an experience for the target group
What Karl Marx, Lenin and George Orwell could do, the regional newspapers of the NZZ Media Group have been able to do for a long time! Inspired by the past, USP brought the famous "Speakers' Corner" of Hyde Park in London to Lucerne and St. Gallen. Not only the activity was inspired by "the good old days", but the entire presentation. Dressed in a stylish tailcoat, top hat and a matching moustache, the reader, a professional actor, appeared on the podium and transformed the Bahnhofplatz in Lucerne and the Shoppingarena in St.Gallen into a vintage podcast to inform passers-by about current events in the region in an entertaining way. From young to old, passers-by were captivated and were able to learn something about their region and the world at the same time.
After the five-minute show, which was repeated regularly throughout the day, promoters handed out flyers to the audience with an attractive trial offer from the Lucerne Newspaper respectively of the St. Galler Tagblatt.
USP was responsible for the entire conception, planning and implementation of the promotion.
