Media policy The local television station Züri Plus, which was taken off the air by Cablecom at the end of 2003, is receiving new political support. 28 of the 34 Zurich National Councillors submitted an interpellation at the beginning of May opposing the "forced shutdown". They call on the Federal Council to show ways in which the decision, which is "untenable from a media policy perspective", can be reversed.

Marketer Goldbach Media is awarding Switzerland's first cross-media prize, worth 10,000 euros, for demonstrably successful cross-media campaigns and innovations published between June 2004 and March 2005. The aim of the award is to promote innovations and developments in the still underutilized field of cross-media and is aimed at people from marketing and communication, i.e. planners, consultant teams, agencies, customers and clients. The entries will be judged by an independent jury of experts from the fields of advertising, science and politics.
The exact participation modalities will be announced in the coming weeks. The prize will be presented at the next Mediarena, which will take place on May 25 and 26, 2005.
(dse)

Peter Rettinghausen takes over responsibility as the new CD at McCann Erickson. He is aiming high.
The offer was tempting: Peter Rettinghausen, then a junior advertising assistant, was to spend three months in New York. A training place in a workshop had been booked for him at Young & Rubicam's headquarters. The course should have made him an internationally qualified consultant. But New York took place without the young advertiser from Switzerland. "I knew that I wanted to become a copywriter," recalls Peter Rettinghausen at that moment of decision between consulting and copywriting. That was in 1987, but the Big Apple still got to know him, as Rettinghausen's ideas won several international awards.
The commercially trained Rettinghausen first became interested in this world of advertising when he worked temporarily as a chauffeur at a printing company. He always looked at the printed matter he delivered to advertising agencies and thought: I can do that too. He applied for a job as an advertising assistant at Young & Rubicam, did the Sawi and worked as a junior consultant for three years before switching to creative work.
After the merger with Advico
Rettinghausen also moved to Gockhausen, where he became a copywriter under the wing of Hansjörg Zürcher and André Benker. This was followed by an intermezzo as a freelancer, then he became a copywriter at Wirz Werbung. When this era came to an end, the now sought-after creative in the industry found his way back to his roots at AY&R. "I have a lot to thank Mr. Zürcher and Mr. Benker for in terms of advertising and, of course, Roland Scotoni and Martin Spillmann, but they also owe a lot to me," says Rettinghausen, who has now been appointed CD at McCann Erickson for the first time, summing up his almost 14 years as a copywriter.
As the newly crowned manager has barely managed to come up with a headline for McCann Erickson during the interview, Rettinghausen tries to explain his ideas of good advertising once again using his previous reference work as an example. The otherwise sensitive thinker is proud of his macho slogans for the IWC watch, for example. He likes "Der Uhr" very much, although this idea in particular is not his own. Instead, he shaped the campaign from the outset with his series of headlines in the style of "More and more women are wearing this watch. What have we done wrong?" - Apparently nothing, at least in the advertising, because the campaign was even discussed in detail by Spiegel magazine.
Rettinghausen is also proud of his Kuoni claim "Holidays where you forget everything". The overall campaign has been awarded gold and silver by the ADC and has won the most international awards for Switzerland to date.
With all these ideas, it is important for him that there is a strategy as a basis. "It must be clearly defined what needs to be said." Then he concentrates on finding the idea in a quiet room. One of Rettinghausen's trademarks could be that his slogans, such as "Never give up" for Ovomaltine, are basic ideas that can be used as a basis for a wide variety of subjects.
Rettinghausen thinks it's okay to do an ADC bronze mailing for the hairdresser around the corner. He himself strives to realize good ideas on large budgets. He now hopes to be able to pull this off at McCann Erickson, because this agency has clients who make it possible to take care of their communication issues over the long term.
After such a long time, Rettinghausen wanted to "take a step" and start something new again. He would never have wanted to "sit in a made nest". He was attracted to an agency "that had a basis that could be expanded". McCann Erickson is the third-largest agency in Switzerland "and has huge potential. It's a rewarding challenge."
What Rettinghausen likes most about advertising, apart from the creative work, is "getting to the heart of the matter". For him, advertising has to be intelligent and surprising. "You don't always need a joke at the end," he is convinced. You have to master the whole spectrum between message and entertainment.
Rettinghausen regularly finds relaxation in Naples. Even before his job change, he spent several weeks in southern Italy, where he was allowed to use a friend's apartment. Buying fish, reading and going to the islands are his favorite things to do in Naples.
In his private life, he has "become quite familiar" and enjoys spending time with his son, his partner and their children. He loves to recharge his batteries in this circle. He also enjoys biking in the countryside, but "strictly for sport and not to find ideas".
CD Peter Rettinghausen is in the starting blocks: "McCann Erickson has huge potential."
Andreas Panzeri

Tourism While other vacation regions are complaining, the Jungfrau promoters are in good spirits. Their recipe: they have established the region as a brand. "Strong brands have one thing in common: they have been built up continuously over years or decades," says Urs Kessler, Head of Marketing & Operations at Jungfrau Railways. "And they have a clear brand essence, a brand promise that they stand by regardless of external influences." The Jungfrau Railway and the Jungfrau Massif are a brand, not only in Switzerland, but also in India and the Far East. Only the Matterhorn and the Jungfrau are truly internationally renowned Swiss mountains. The Matterhorn has become the symbol of Switzerland par excellence, and the Jungfrau massif with its spectacular cogwheel railroad built a hundred years ago also combines all the elements of a noble and valuable brand. All railroads under one roof
Around ten years ago, the management of Jungfrau Railways decided to create a uniform label. In contrast to the blue glacier world, the in-house graphic designers created a rising yellow-orange bar with the integrated term "Jungfrau Railways".
The color scheme is open to debate, as is whether the matter-of-fact font is appropriate for the majestic mountain. However, with the label and the associated image system, Jungfrau Railways has managed to position the entire mountain region with several railroads (Wengernalp Railway, Lauterbrunnen-Mürren Mountain Railway, Grindelwald-First Railway and others) as a whole.
Showing the international flag
Where other tourist regions look like patchwork quilts, the Jungfrau region - with Interlaken, Grindelwald and Wengen as its most important centers - presents itself as a cohesive vacation region. The logo has now been gently refreshed, the bar is now red instead of orange, which is reminiscent of the color of the Jungfrau Railway trains.
With an annual advertising and marketing budget of around CHF 3 million - just under three percent of last year's turnover of CHF 125 million - the company is able to fly the flag internationally, with a joint presence in the markets with Switzerland Tourism. However, Jungfrau Railways does not work with a fixed budget, but first plans the campaigns and then secures the financing. The communication repertoire has recently also included pop concerts on Kleine Scheidegg, which are attended by thousands of people.
The Nivea brand is one of his role models, says Head of Marketing Kessler, whose logo is unmistakable, although it has been subtly adapted time and again. New care products are constantly being brought onto the market under the traditional cosmetics label, and all are clearly recognizable as members of the Nivea family. A similar approach is taken by Jungfrau Railways, where partner railroads and place names in the Jungfrau region are marked with the yellow and red bar.
Brand management also includes a careful selection of photos submitted to the press, which show the Bernese Oberland's natural wonder and its railroads in the best light at all times of the year. Jungfrau Railways positions itself as a "product of high interest" in the international tourism market and adds further glamour to the traditional label with the addition of "Top of Europe".
Conquering the Asian market
Back in the 1970s, a Jungfrau Railways delegation flew to Japan with Swissair and other top performers on a promotional tour, laying the foundations for today's popularity earlier than others. In 1989, Urs Kessler traveled to Hong Kong, Taiwan and South Korea for the first time, where only Lucerne and the Titlis were known. "That was a wake-up call for us," recalls Kessler. Those responsible at Jungfrau Railways began to develop the market in Southeast Asia through consistent marketing with intensive contacts to tour operators and targeted advertising in catalogs, travel guides and later also on the Internet. Today choose
80 percent of Korean tourists who "climb" a Swiss mountain do so on the Jungfrau Railway. "The breakthrough in Korea has clearly shown how important brands are," summarizes Kessler. "We would never have achieved this success as 'Mountain XY'."
Whenever possible, customers are addressed in their native language and the advertising material is differentiated from country to country. A poster that is a hit in Asia may appear staid in Switzerland or Germany. Market research has shown that Asians prefer pictures with the Jungfrau Railway, while Europeans prefer the view of the Aletsch Glacier with the mountain panorama.
The company headquarters in Interlaken now supplies smaller posters to Asia, where offices and salesrooms are becoming increasingly cramped for cost reasons. The glossy calendars are still popular, with 2500 of them alone advertising the Jungfrau in Asian travel agencies and other strategically important locations. In Japan, the "Mr. and Mrs. Virgo Contest" is now underway, where travel agencies are looking for the five most beautiful and smartest women and men among their staff. The winning prize is presented on the Jungfraujoch - naturally under a flurry of flashbulbs from the Japanese media.
Saris and turbans have recently become ubiquitous on the 3,500-metre-high Jungfraujoch; scenes from "The Hero", India's most expensive film production to date, have been shot on the Kleine Scheidegg, just like other box office hits in the Indian film industry. Indian journalists flown in by Jungfrau Railways report on the stars and the mighty mountains in Switzerland for an audience of millions.
Every year, 40,000 Indians travel to the Jungfraujoch, where the Indian restaurant Bollywood, decorated with photos of Indian film stars, was opened.
Successful breakthrough in ChinaNow the marketing strategists have their sights set on China, as Chinese tourists no longer need a visa for Switzerland. Jungfrau Railways achieved a remarkable coup in 2002 with the sistering of the famous Chinese Hungshan mountain, which, like the Jungfrau, is also a UNESCO World Heritage Site. The Jungfrau was top news in the TV program about the two mountains, which was seen by 300 million Chinese viewers.
In 2003, 5000 Chinese tourists came to the Jungfraujoch, and the trend is rising. Because most Chinese groups, who travel to Europe as if they were on a continuous flow heater, currently only have an all-inclusive budget of around 50 dollars a day, the Jungfraujoch often exceeds the budget. Kessler: "The same applies here: we only have a chance if we are perceived as a brand."
85 percent of guests only travel to the Jungfrau once in their lives, which is why the company has to acquire at least 400,000 new customers every year. The majority of visitors from the EU are individual tourists, who can hardly be targeted by advertising without major wastage. In Germany, the Jungfrau region benefits from the myth of the Eiger North Face, which the German Heinrich Harrer conquered for the first time in the 1930s.
Image as an expensive destinationIn Switzerland, Unesco status is highlighted in large advertising campaigns and on posters in strategically important locations such as train stations and shopping centers. The advertising is necessary because only 70,000 Swiss travel to the Jungfraujoch every year, which is considered expensive here in Switzerland.
The "Jungfrau Marketing Cooperation" brings together all service providers from the cable cars to the resorts and hotels. The cooperation does have areas of friction, as each destination wants to put itself in the spotlight of the triumvirate. However, the small players on the tourism chessboard of the Jungfrau region are almost at the mercy of the big player.
The aim is to ensure that the use of the available resources brings the greatest possible added value to all those involved. "The Jungfrau Region marketing cooperation brings together all service providers from the railroads to the new Mystery Park in Interlaken and the hotels," explains Urs Kessler. "A strong Jungfrau Region is the be-all and end-all for us, but it is important that the 'Jungfrau' label stands out."
Visitors from all over the worldIn 2003, half a million tourists visited the Jungfraujoch. There were 10,500 from the EU, 127,000 from Japan, 40,000 from India, 5,000 from China and 9,000 from the rest of Asia. 36,000 visitors came from the USA and 15,000 from Australia. 70,000 came from Switzerland. The remaining visitors came from Africa and the Middle East. (wc)
Solid foundationJungfraubahn Holding AG is an organically grown conglomerate with 15 holdings, ranging from Jungfraubahn AG, Interlaken (100%), Bergbahn Lauterbrunnen-Mürren (77%) and Skilift Bumps, Wengen (23%), to Parkhaus Lauterbrunnen AG (68%). On Maundy Thursday 2004, the shareholders of Jungfrau Railway and Bergbahnen Grindelwald First approved a merger of the two companies. With a turnover of CHF 125 million and a workforce of around 500 full-time employees, the holding company generated a cash flow of 28 percent in 2003, with a self-financing ratio of almost 70 percent. (wc)
The mountain is calling: the Jungfrau attracts crowds of tourists in both winter and summer. Behind this success is a communication strategy that encompasses the entire region.
"We only have a chance if we are perceived as a brand." Urs Kessler, Head of Marketing and Operations at Jungfrau Railways.
Werner Catrina

Marketers SRG and Publisuisse are delighted: the TV advertising blocks for Euro 2004 are practically sold out.
Every person between the ages of 15 and 49 who watches any program from start to finish during Euro 04 or the 04 Olympics (rating) must be worth 10 centimes to SRG's advertising customers. TV marketer Publisuisse used this approach to calculate the sales prices of advertising spots during this year's two major sporting events. At least for Euro 04, the calculation proved to be in line with the market: The total of 412 European Championship advertising blocks are practically fully booked. Only for a few games is there still some space around the sports studio, says Marketing Manager Markus Hollenstein. He did not want to say how much revenue Publisuisse generates through TV advertising around European Championship broadcasts. Based on an average of five 30-second spots per block, Werbewoche estimated the gross turnover at 15 million francs, which Hollenstein described as "far too high". By way of comparison, the production and broadcasting rights for the European Championship broadcasts cost SRG a total of CHF 16 million, in addition to three national sponsorship packages, which were booked by Coca-Cola, McDonald's and Mastercard. One such package includes activities on the radio, in teletext and on all SRG websites for the European Championships. TV sponsorship, on the other hand, could not be offered because the broadcasting rights already included Uefa's exclusive commitment to the main European Championship sponsors Coca-Cola and McDonald's.
Euro 2004: 30 million ratingsThe reason why McDonald's booked an SRG cross-media sponsorship package in addition to its commitment as the main sponsor of the European Championships is explained by Jean Laporte, Head of Marketing at McDonald's Switzerland: "It is difficult to reach our main target group, 15 to 30-year-olds, in the best possible way with a monomedia strategy." In addition, the aim is to achieve a greater reach in order to make even better use of the emotions surrounding the European Championships.
Publisuisse expects 29.65 million ratings (15- to 49-year-olds) over the three weeks of the European Championships, 23.3 million of them in German-speaking Switzerland alone. People who watch parts of the broadcasts are also included.
The 30-second spot on SF DRS is available for between 5,000 and 40,000 francs. Whenever the Swiss national team plays, prices climb to over 35,000 francs before the second half. The final match costs around 40,000 francs. "If Switzerland makes it to the final, the blocks there would certainly be sold too cheaply," laughs Markus Hollenstein.
At the Summer Olympics in Athens (August 13 to 29), things look a little different: Sales only started around three weeks ago. Publisuisse is also offering three cross-media sponsorship packages here, but the contracts have not yet been finalized, said Hollenstein. Unlike the European Championships, TV sponsorship is included here.
A total of almost 800 advertising blocks will be available to advertisers on SRG channels during the approximately 300-hour Olympic program (cost to SRG including rights: CHF 18 million). However, it is not yet clear which sport will be broadcast at what time. Publisuisse expects a total of 28 million ratings. A 30-second spot on SF DRS costs between CHF 2,000 and CHF 17,000.
Red-White is expensive: the 30-second commercial before the second half of a Swiss match costs over 35,000 francs.
Expert commentator for DRS television at Euro 04: Alain Sutter.
Large contingent for the 04 Olympics: presenters from SF DRS.
Markus Knöpfli

Technik IP Multimedia is testing the expansion of its Adscreen plasma screen network to include stores in SBB railroad stations, with the Avec chain stores in Reiden LU and Au ZH being equipped with adscreens in a four-month test phase from the beginning of July. The test run will be accompanied by personal surveys conducted by the Isopublic Institute.

Daily newspaper Blick "tabloids" the layout for the definitive switch to tabloid - the best weapon against potential competition.
The previous tabloid edition of Blick primarily had to prove that there was exactly the same space in the small format as in the broadsheet Blick. Accordingly, the tabloid layout was also aligned with the large format. From next Monday, however, this corset will disappear. Blick is now taking the opportunity to optimize some elements, reducing the amount of text on the front page and making the images more prominent. As a rule, there will be one or two thematic focal points on the front in future. With only one front
history, a tear-off column appears on the right-hand side of the page for
Stories in the service and sports sections. If there are two front-page stories, the tear-offs appear in a bar above the Blick logo.
Editor-in-chief Werner De Schepper is aware that the new layout requires a rethink in the editorial department. "A story with 40 lines looks like secondary material in the broadsheet. In the tabloid, this is already a page lead," he says. The additional number of pages also means that more stories have to be placed "on top". "The discussions in the editorial team will certainly become even more intense," he says.
Bernhard Weissberg, Head of Newspapers at Ringier, believes that the new weighting will express the newspaper's tripartite structure more clearly: "The current affairs section certainly needs tougher, more pointed stories. The middle section tends to show the softer, more human side of life, while the strong sports section will continue to present one of the main pillars of Blick."
But how does Blick react to the indications that some Jean Frey shareholders are rolling out plans for a right-wing conservative tabloid? "I'm not concerned with that at the moment. It would be strange if I were to react now to something that I don't even know about yet," says De Schepper. "You have to keep an eye on everything as long as nothing has been decided. With or without competition: we have to keep improving our newspaper," says Weissberg. Both are also of the opinion that the left-right scheme is outdated. In any case, Blick continues to focus on the concerns of ordinary people, which is why it continues to take aim at both the tax package of the centre-right and the new wage statement of the left. "We are already close to the readership," emphasizes De Schepper.
Weissberg believes that the mere fact that Blick is "becoming even more tabloid-like" will at least make it more difficult for a second tabloid to get off the ground. And an alleged crisis at Blick, which could possibly be the basis for a second project, does not even exist. Weissberg: "Of course we have lost circulation in the last ten years, but partly because we have optimized rather than maximized. Nevertheless, we were able to double our contribution margin last year compared to 2002," he says.
The Blick cover mutates into a shop window: instead of stories, only tear-outs (left). And: lifestyle pages as if it were a magazine (right).
Markus Knöpfli

TV advertising Switzerland Tourism and Effact have produced two commercials promoting vacations in Switzerland. They show an idyllic setting that slows you down in line with the latest trends and lets you forget about everyday life.Switzerland Tourism's advertising has a long tradition of idyllic posters and practical brochures. For the first time in its history, Switzerland's top tourist office has now had two commercials produced for an image campaign. The commercials were created by the Zurich agency Effact AG für Kommunikation. They were directed by Ernst Wirz and Stefan Fraefel and both commercials last 30 seconds and advertise seasonal summer or winter vacations where you can "forget everything". However, not with this claim and not action-oriented like the famous Kuoni advertisement.
These vacations in Switzerland are not about passively forgetting routines, but about actively forgetting worries at the office or private problems at home for a few moments.
In both spots, a tourist is disturbed by a call to his cell phone while on vacation. The summer spot offers a parallel montage between a couple on a relaxing vacation at a mountain lake, while at home a burst pipe floods the laundry room. A desperate emergency call from the janitor can't put the couple at the mountain lake off their stride. During winter sports, the disturbing call comes to their cell phone from the office. All hell is breaking loose in a meeting there. But the caller doesn't care, as he is enjoying a fantastic view of the Matterhorn on the Gornergratbahn.
No budgets à discrétion "You arrive in a landscape that is so impressive that you don't care about the rest of the world," says Urs Emch, explaining the idea behind these spots. The Head of Marketing Services & Brand Management at Switzerland Tourism is currently having the summer spot broadcast in Switzerland, Italy and Germany. The winter spot is to be shown in Switzerland and other European countries. A media budget of CHF 500,000 is available for the summer spot in Switzerland. In Germany it is 300,000 euros and in Italy even less. On the southern side of the Alps, advertising will focus on the Milan belt, where it will benefit above all from favorable offers from private TV stations.
When shooting, consideration had to be given to a balanced distribution of the regions. The summer spot was therefore shot at a neutral-looking Alpsee in the canton of Uri. For winter sports, the decision was made to use the Matterhorn as a trademark, as this icon is expected to attract attention, especially abroad.
Both commercials show a fantastic-looking postcard idyll. Nevertheless, they were created without computer tricks. The summer spot was filmed on August 27, exactly on the last day of last year's summer of the century. On August 28, the first rain fell again after months of high temperatures.
Both commercials work with the claim: "Everything about vacations in Switzerland at MySwitzerland.com." This website is established worldwide and very popular, which is why the domain Switzerland.com, which has also been purchased in the meantime, is not the first priority.
"Switzerland. All natural." is the copy of the campaign. This statement is intended to reflect a current trend in society, namely the rediscovered joy of the natural. People want to "slow down and return to true values", says consultant Nicolas Edelmann at Effact. The Swiss product is intended to help people slow down.
The commercials serve an image campaign. In addition, Switzerland Tourism continues to work with posters for special themes and brochures, which remain the most important advertising medium for all vacation sellers.
New experiences are to be gathered with the first Spots project. The image advertising should function as a door opener for the Internet, where everything and all regions can be presented down to the smallest detail.
The MySwitzerland.com website regularly wins international awards. The site has 30,000 unique visitors per day, with an average visit time of 7.5 minutes. The Internet is ideal for Switzerland Tourism because every additional "brochure" requested online costs nothing.
More service via SMSBathing weather temperatures have also been available for a few days now. Using the same infrastructure that is already used for the popular snow report via SMS, teletext, radio and TV stations, Switzerland Tourism is now also coordinating this service for bathing weather. It is based on an SMS-based service, via which lifeguards transmit their values to the control center. From there, MySwitzerland.com passes them on to all interested parties.
The Effact agency has been entrusted with the mandate for Switzerland Tourism for two years. The agency, owned by CD Nino Haslach and Ueli Utzinger, was responsible for the last redesign and also designs the entire range of brochures as part of its overall responsibility for classic communication. As a freelance copywriter alongside Serge Deville, Martin Denecke is involved in advertising for Switzerland Tourism. Effact employs 14 people and Switzerland Tourism is the agency's biggest client. The agency also works for Freddy Burger Management, Starbucks and, in the tourism sector, for Montreux and Bern.
A perfect world: Holidays in Switzerland provide a distraction from the stress of everyday life.

Andreas Panzeri

Newspapers Edipresse has appointed Michel Danthe as Editor-in-Chief of Le Matin Dimanche. The former head of Migros Presse will take up his post on August 15, replacing Michel Zendali, who is currently deputy editor-in-chief of the Sonntagsblatt. Peter Rothenbühler, now Editor-in-Chief of Le Matin and Le Matin Dimanche simultaneously, will retain responsibility for the content of both editions under the title of Editorial Director.

Posters With a sensational poster campaign, the Fruitcake agency reminds its client Copy Quick of the importance of its work: on bold posters, grim-looking "Public Enemies" are juxtaposed with friendly smiling "Public Printers" from Copy Quick. The troika with Castro, Kim Il and Bush caused a stir in French-speaking Switzerland, reports 24 Heures. In Bern, not the press, but the alternative scene took up the topic. In the Marzili, a self-made F4 falsification with Blocher's likeness and the same headline was hung up. With the "political" action, Fruitcake wanted to capture the zeitgeist, according to CD Lahor Jakrlin: "We knew it was a balancing act to lump the president of the U.S. into what seemed to be the same pot as the last two dictators-fossils Castro and Kim Il." However, the client had asked the American embassy in advance whether it could "hang" George Bush.

International Advertising expenditure in the USA is well above analysts' forecasts, with spending in the first quarter up 9.6% on the previous year at USD 31.5 billion - well above the forecast of 5% to 8%. Most media categories benefited from the upturn. According to the market research institute TNS/CMR, the positive development is partly due to the fact that the same quarter of the previous year was particularly weak due to the impending invasion of Iraq. In addition, the domestic economy and advertising activities surrounding the Summer Olympics and the presidential election campaign performed better than expected.

The children's foundation Pro Juventute has entrusted its commercial communications to the Zurich agency Prime Communications.Prime prevailed in a pitch, with cross-disciplinary thinking and creative ideas being the decisive factors, according to Head of Marketing Daniel Sidler. Pro Juventute has been looked after by Inhalt & Form for the past three years.