Zurich soon makes one out of two
Zürich Tourism is pitching for the so-called "key booklets" and only wants an imprimatur
Zürich Tourism is pitching for the so-called "key booklets" and only wants one imprimaturBy Carlo Bernasconi Two imprimaturs are vying for the favor of Zurich's hoteliers and guests. That's one too many, says Zürich Tourism. And has terminated its contract with the Jean Frey specialist medium Zürich News. In mid-August, the tourism promoters want to decide who will officially inform guests in Downtown Switzerland in future.
Maurus Lauber, Marketing Director of Zürich Tourism, is determined to clear the air. First he terminated the contract with Zürich News, the Jean Frey trade media, which will continue to publish an "official Zürich Tourism bulletin" every 14 days until the end of the year. Then he surveyed 150 hoteliers in Zurich and the surrounding area. The result: "The hotels would like to see the publication reduced to an imprint," Lauber told WerbeWoche. It should also be published every 14 days.
Ursin Mirers Verlag Tourismus AG also entered the pitch for the collaboration with Downtown Switzerland. He gave the Zurich Infoguide - with an annual circulation of 400,000 copies - a new look. Mirer envisions an event guide that informs guests on a fortnightly or weekly basis. The lively Grisons native, who also runs the Giesserei Oerlikon restaurant, is already doing this as an official partner of the tourist offices of St. Moritz and Pontresina. He is currently looking for a publishing partner for a weekly or fortnightly Zurich event guide. For Mirer, it's all a question of content management: "Up to now, no proper event coverage has been achieved," says Mirer. He can imagine wanting to do the same for other cities. For Zurich, the print run would be between 25,000 and 30,000 copies.
Rudolf Brosi, publishing director of Zürich News, "has both feet in the advertising market". He therefore takes the outcome of the pitch in his stride. A full-page ad in Zürich News costs 1770 francs for a circulation of 30,000 copies. Mirer collects a page price of CHF 5000 for the Infoguide, which is still published every six months (200,000 copies per semester).
Of course, Brosi would continue to publish Zürich News, even if he were no longer an official Zurich Tourism Partner - although: "You won't get rich doing it," he says. Mirer sees it differently. He has now launched his info guides on the market under the label www .helloVisitors.com and given them a trendy makeover. He is convinced of his concept - an independent editorial team provides the content: "In Switzerland, there are 1800 imprints from 360 tourist offices." Work in abundance.
Maurus Lauber assumes that neither provider will leave the field without a fight. "However, we would support a cut-throat competition, as we would clearly recommend that hotels only offer the official imprimatur."
Maurus Lauber, Marketing Director of Zürich Tourism, is determined to clear the air. First he terminated the contract with Zürich News, the Jean Frey trade media, which will continue to publish an "official Zürich Tourism bulletin" every 14 days until the end of the year. Then he surveyed 150 hoteliers in Zurich and the surrounding area. The result: "The hotels would like to see the publication reduced to an imprint," Lauber told WerbeWoche. It should also be published every 14 days.
Ursin Mirers Verlag Tourismus AG also entered the pitch for the collaboration with Downtown Switzerland. He gave the Zurich Infoguide - with an annual circulation of 400,000 copies - a new look. Mirer envisions an event guide that informs guests on a fortnightly or weekly basis. The lively Grisons native, who also runs the Giesserei Oerlikon restaurant, is already doing this as an official partner of the tourist offices of St. Moritz and Pontresina. He is currently looking for a publishing partner for a weekly or fortnightly Zurich event guide. For Mirer, it's all a question of content management: "Up to now, no proper event coverage has been achieved," says Mirer. He can imagine wanting to do the same for other cities. For Zurich, the print run would be between 25,000 and 30,000 copies.
Rudolf Brosi, publishing director of Zürich News, "has both feet in the advertising market". He therefore takes the outcome of the pitch in his stride. A full-page ad in Zürich News costs 1770 francs for a circulation of 30,000 copies. Mirer collects a page price of CHF 5000 for the Infoguide, which is still published every six months (200,000 copies per semester).
Of course, Brosi would continue to publish Zürich News, even if he were no longer an official Zurich Tourism Partner - although: "You won't get rich doing it," he says. Mirer sees it differently. He has now launched his info guides on the market under the label www .helloVisitors.com and given them a trendy makeover. He is convinced of his concept - an independent editorial team provides the content: "In Switzerland, there are 1800 imprints from 360 tourist offices." Work in abundance.
Maurus Lauber assumes that neither provider will leave the field without a fight. "However, we would support a cut-throat competition, as we would clearly recommend that hotels only offer the official imprimatur."
