Yellow and Basel Tourism drum up support for Basel as an art location
A new campaign by Yellow aims to strengthen Basel's position as the home of Art Basel and make an impression on the art scene. At its heart is a genuine charm offensive focused on a welcoming atmosphere and hospitality.
In order to strengthen Basel as a location for Art Basel, Basel Tourismus and the taskforce it heads have (Advertisingweek.ch reported) brought the creative agency Yellow on board. The result is a comprehensive catalog of measures, the centerpiece of which is a broad-based charm offensive among tourism service providers and the public.
The competitive situation with international metropolises such as Paris and the increasing pressure from the art scene led to uncertainty among various tourism and economic service providers regarding the future of the international art fair in Basel. For this reason, Basel Tourism initiated a task force last fall on behalf of the Department of Economic, Social and Environmental Affairs of the Canton of Basel-Stadt. To structure the creative process and coordinate the impact of the taskforce's measures, Basel Tourism brought the creative agency Yellow onto the team.
Based on brainstorming sessions with various service providers and an analysis of the demands of different target groups, the numerous ideas for measures were examined and evaluated according to their impact and complexity. In addition to adjustments in the range of services offered by hotels and restaurants, the charm offensive in terms of welcome culture and hospitality emerged as a measure with strong potential. Under the motto "I'm part of it", the Yellow team developed an awareness campaign for service providers in the gastronomy and hotel industry as well as for the Basel population. It includes films in various lengths and formats, flyers, various stickers and buttons in Art Basel colors.
Responsible at Basel Tourismus: Letizia Elia, Ann Müller. Agency: Yellow, Basel.
