Alpine breed threatened with extinction
Fundraising: Swiss ski racers are a dying breed. AY&R is looking for a way to save them.
Fundraising After the poor season results, the ski boot is also weighing on the finances. Swiss-Ski is therefore launching a national fundraising campaign with AY&R to promote young talent.
a severe depression. At the latest since the miserable result on
the World Ski Championships in Bormio, where not a single medal was won by the Swiss
Alpinen was won, it is clear to everyone how the top of the
Swiss ski racing looks like. But that's not all: with the
sporting failures were accompanied by staff departures from the squad and
cost-cutting rounds due to a lack of sponsorship income - primarily due to the
economic downturn. The financial bottlenecks in particular
prepare one year before the Winter Olympics in Turin
A headache. If sporting success does not materialize, the
sponsors and partners to make up for the budget cuts.
to be absorbed. The only possible approach is therefore
Sports team itself.
In order to prepare it for the future and improve the image of the ski
the Swiss-Ski Association wants to appeal to the solidarity of the Swiss population.
population - especially to their willingness to donate. The
Swiss citizens are to be called upon to participate in a campaign
to participate financially in the work with young talent.
The aim is to raise one million francs to fund various projects such as the
Swiss Ski Academy. Measured against the overall budget
insignificant amount. Hopes are therefore likely to be higher that the
rest on the sympathies of renowned sponsors.
For the development of a fundraising campaign, the association chose the
Advico Young & Rubicam agency. Not an easy task for the
advertisers, there is a widespread opinion that national pride
The alpine pros have made very lavish purchases to date. The
Media presence of successful and well-off athletes
cemented the undifferentiated image. The campaign must now counter this
and also give the company's image a positive boost.
A celebrity endorsement campaign with current team members would be
for obvious reasons, the project was hardly successful, just as
little if old greats had been brought forward who still won medals.
without asking the audience for a charitable donation. And one
Children's testimonial approach based on the Ovaltine model would have
promotion of young competitive sports talents, the first positive
However, the results of this have been postponed until the day after tomorrow.
The advertising idea from CD Urs Schrepfer's team therefore started at a very early stage.
other place: The comparison of the next generation of Swiss ski stars with
other highly endangered species. The creative minds presented the Victor
nivis helveticus in a row with the lesser spotted eagle, lynx or
Brown bear. The scientific presentation is also the same,
known from encyclopedias, in which the animals are shown in their natural habitats.
are presented. In this way, it is hoped that, in an entertaining way
to draw attention to the complex problems in the promotion of young talent
make
a severe depression. At the latest since the miserable result on
the World Ski Championships in Bormio, where not a single medal was won by the Swiss
Alpinen was won, it is clear to everyone how the top of the
Swiss ski racing looks like. But that's not all: with the
sporting failures were accompanied by staff departures from the squad and
cost-cutting rounds due to a lack of sponsorship income - primarily due to the
economic downturn. The financial bottlenecks in particular
prepare one year before the Winter Olympics in Turin
A headache. If sporting success does not materialize, the
sponsors and partners to make up for the budget cuts.
to be absorbed. The only possible approach is therefore
Sports team itself.
In order to prepare it for the future and improve the image of the ski
the Swiss-Ski Association wants to appeal to the solidarity of the Swiss population.
population - especially to their willingness to donate. The
Swiss citizens are to be called upon to participate in a campaign
to participate financially in the work with young talent.
The aim is to raise one million francs to fund various projects such as the
Swiss Ski Academy. Measured against the overall budget
insignificant amount. Hopes are therefore likely to be higher that the
rest on the sympathies of renowned sponsors.
For the development of a fundraising campaign, the association chose the
Advico Young & Rubicam agency. Not an easy task for the
advertisers, there is a widespread opinion that national pride
The alpine pros have made very lavish purchases to date. The
Media presence of successful and well-off athletes
cemented the undifferentiated image. The campaign must now counter this
and also give the company's image a positive boost.
A celebrity endorsement campaign with current team members would be
for obvious reasons, the project was hardly successful, just as
little if old greats had been brought forward who still won medals.
without asking the audience for a charitable donation. And one
Children's testimonial approach based on the Ovaltine model would have
promotion of young competitive sports talents, the first positive
However, the results of this have been postponed until the day after tomorrow.
The advertising idea from CD Urs Schrepfer's team therefore started at a very early stage.
other place: The comparison of the next generation of Swiss ski stars with
other highly endangered species. The creative minds presented the Victor
nivis helveticus in a row with the lesser spotted eagle, lynx or
Brown bear. The scientific presentation is also the same,
known from encyclopedias, in which the animals are shown in their natural habitats.
are presented. In this way, it is hoped that, in an entertaining way
to draw attention to the complex problems in the promotion of young talent
make
Exclusive patrons' club
The campaign was launched at cost price conditions with a
PR-rich press conference at Zurich Zoo. On the
informative coverage by the media is then followed by the classic
advertising media - posters, advertisements and radio spots as well as a large
POS presence with the sponsors - calling for donations.
Parallel to the public appeal, patron stickers and pins are placed in the
sale. In addition, a patrons' club with up to 100 members is to be set up.
be called. The annual membership fee is CHF 10,000. The
The benefits include a humorous, scientific
Compendium on the nature of the ski star and a special occasion
with the Swiss-Ski athletes. For the time being, the club will
Olympic Winter Games 2010.
Luca Aloisi
