Charisma as strong as a bear
The Kursaal Bern advertises with a new brand strategy from cR Basel.
The Kursaal Bern is about to embark on a project of the century. With the renovation of the 50-year-old arena, the city of Bern will once again have "the most attractive congress center in Switzerland", as Director Patrik Scherrer promises. The logistics and kitchen will also be brought up to date. "We are thus launching a significant development step for our company - with a distinctive architecture and a renewed appearance of the Kursaal Bern in the cityscape." The company is prepared to invest 30 million francs in this project. The arena will thus be adapted to meet today's requirements for international congresses and events. The foyers will be tripled in size and reoriented towards the city and the Bernese Alps. At the same time, this will create crossing-free routes for 2,000 congress and casino visitors a day.
As part of this further development, the Kursaal also wants to take a step forward with its brand management. New values have been defined and a new brand strategy developed. The decision was made in favor of the umbrella brand "Kursaal Bern", one brand for all services offered.
Communication for the Kursaal has been managed by cR Basel for four years. The mandate started strategically with the realignment of the brand architecture and became increasingly comprehensive, as Senior Account Director Thomas Fux is pleased to report. The claim "Kursaal Bern: The bear is on the loose" was developed as the overarching message. However, the traditional heraldic animal is not meant to be a cuddly teddy bear, a profane dancing bear or even a lurid beast. "He is a charismatic personality who represents the values of Kursaal Bern, such as friendliness, honesty, openness and dynamism," says Patrik Scherrer. Strategic Director Daniel Bürgi from cR is confident "that this bear will become a cult figure".
As an ambassador, the new bear is intended to attract guests from the local area as well as from the wider field of incentive tourism to the Kursaal. The grumpy mascot must appeal to men and women alike. If you take a closer look, you will discover that the still nameless Urs cannot deny a certain resemblance to George Clooney or Daniel Craig, at least around the eyes.
Andreas Panzeri
The Kursaal is a traditional Bernese establishment and is as much a part of Bern as the Bundeshaus, the cathedral or the River Aare. And so is the bear. That is why the Bernese heraldic animal is the new ambassador of the Kursaal Bern. Whether gastronomy, casino, hotel or congress - the bear represents the entire diversity of the offer.
As part of this further development, the Kursaal also wants to take a step forward with its brand management. New values have been defined and a new brand strategy developed. The decision was made in favor of the umbrella brand "Kursaal Bern", one brand for all services offered.
Communication for the Kursaal has been managed by cR Basel for four years. The mandate started strategically with the realignment of the brand architecture and became increasingly comprehensive, as Senior Account Director Thomas Fux is pleased to report. The claim "Kursaal Bern: The bear is on the loose" was developed as the overarching message. However, the traditional heraldic animal is not meant to be a cuddly teddy bear, a profane dancing bear or even a lurid beast. "He is a charismatic personality who represents the values of Kursaal Bern, such as friendliness, honesty, openness and dynamism," says Patrik Scherrer. Strategic Director Daniel Bürgi from cR is confident "that this bear will become a cult figure".
As an ambassador, the new bear is intended to attract guests from the local area as well as from the wider field of incentive tourism to the Kursaal. The grumpy mascot must appeal to men and women alike. If you take a closer look, you will discover that the still nameless Urs cannot deny a certain resemblance to George Clooney or Daniel Craig, at least around the eyes.
Andreas Panzeri
The Kursaal is a traditional Bernese establishment and is as much a part of Bern as the Bundeshaus, the cathedral or the River Aare. And so is the bear. That is why the Bernese heraldic animal is the new ambassador of the Kursaal Bern. Whether gastronomy, casino, hotel or congress - the bear represents the entire diversity of the offer.
