"Alperose": A well thought-out script for the sponsors too
There are still more than three months to go until the premiere of the new musical "Alperose". And over 20,000 tickets have already been sold. A strategically well thought-out presentation by the sponsors has also contributed to this success.
Special train on Wednesday at high noon on platform 3 at Zurich main station. A BLS S-Bahn formation arrives. Various leading actresses, musicians and other mountain friends from the crew of the new musical "Alperose" are sitting on the train from Bern. The pop stage version of Polo Hofer's greatest rock hits will not premiere in Bern's BEA Hall until February 17, 2012. But producer and author Walter Hitz has already given us a glimpse behind the curtain. At the end of August, a train carriage of the Pilatus Railway was christened "Alperose" and Lucerne's local mountain was presented as the "name sponsor" of the musical. This has now been followed by the naming of a BLS commuter train combination in Zurich. The local Bernese train has not lost its way.
With godfather Polo Hofer, numerous interested media from SRF and Tele Züri to Blick and Werbewoche were once again attracted to the capital of Swiss communication to report on the progress of the rehearsals for "Alperose". These will not begin for a few weeks yet. However, initiator Daniel Greber can already distribute a CD with three song samples to the radio stations as a single release.
The performers look forward enthusiastically in interviews - and the sponsors even get to play a leading role in the run-up to the show. "Thanks to a Cumulus campaign, over 20,000 tickets have already been sold," says PR man Heier Lämmler, putting Migros' involvement in the media spotlight. The BLS event manager is delighted that the railroad will now be advertising advance sales with the "Alperose" logo for over 100 days and nights before the premiere.
The sponsors Search.ch - "on board since yesterday" - and Gerda Spillmann Swiss Cosmetics also jumped on the bandwagon in the truest sense of the word at the presentation in Zurich. The Swiss cosmetics company is not only applying stage make-up to the actresses, which even "has many customers in Hollywood", but is also promoting its consumer products with this sponsorship commitment. And to ensure that the time until the premiere passes in style, the show producers have now also secured the watch manufacturer Onsa Watch from Biel as a sponsor. The company is launching an "Alperose" watch collection as a tribute to the musical.
The three different types are going into production these days, as we heard shortly before the sponsors' train returned to Bern. Naturally, we were able to toast this with a drink from Diwisa.
Andreas Panzeri
