BSSM shuts down Sarn-Heinzenberg
The small ski resort of Sarn-Heinzenberg wants to step back from the big players and gain momentum by capitalizing on its strengths. The result is a new focus for its activities, a new brand identity, and a no-frills campaign.
The basis of the new positioning for the Sarn-Heinzenberg ski area is the song "Abafahra" by the Bernese combo Tonight & Only. The hit from the 2000s by composer and singer Wädi Gysi serves as the motto for the atmosphere on the sun terrace below the Piz Beverin. The modestly funded campaign includes posters, advertisements in the regional press, small posters on public transport and radio spots. Furthermore, selective activities in the social media are planned.
Responsible at Heinzenberg ski lifts and chairlift: Christian Kalberer (overall responsibility). Responsible at BSSM Werbeagentur, Basel: Urs Schneider (CD); Pascal Rehmann (AD); Hannes Müller (strategy/text); Luca Stancheris (junior AD); Daniela Geiser (desktop); Philipp Buser (consulting); Imke Fichtner (production); tonton GmbH (radio spot); Ralph Lehner (photography); Sturm AG (image editing).
