The whole world in a small town

Location marketing Great diversity
and exciting contrasts in a small area: this strength of the city
Baden highlights a new print campaign from the Mach agency: there is hardly a Swiss city that does not
potential new residents - companies and private households - the
rolls out the red carpet. Countless competition-relevant factors make
in the globalized market, the competition between locations has become a complex
matter. Profiling by means of passive
Acquisition tools such as information platforms or advertising campaigns
is of great importance despite the relatively high scattering losses. With
engaging and less abstract soft arguments support them
the active efforts such as the direct approach by the local
Economy.
Due to its size and the strong overlap in target groups, the
Baden, a small town in the canton of Aargau, last summer
Tourism, the economy and the population under a common
city marketing umbrella. This new department is currently
comprehensive new concept, which will be implemented from next spring.
Until then, it will fill the space with a flexible advertising concept from the agency
Make the gap - because the last campaign is against the background of the
changed factors can no longer be used.
The latter relate in particular to the expanded range of
training centers, commercial and residential areas, the regional
market potential and the cultural and leisure offerings. To maximize the
Competitiveness of the city as a sponsor and venue again
and to give Baden an adequate face, did a
Update of the image campaign Not. Compared to the pleasing
solid transformation from manufacturing to planning
High-tech industrial city, the ratio of jobs is lagging behind (again
over 24000) to the number of inhabitants (stagnating at 16500) clearly
behind. Baden has tended to develop into a working city,
in which, according to statistics, fewer and fewer adults between 25 and 39 and
Families living with children. A trend reversal in the declining
Even the residential construction boom has not yet led to dynamic growth. The
urban growth residential areas have merely offset the negative development.
can put the brakes on.

Playing with opposites
However, the increasing number of inhabitants in the city center in particular
optimistic. Exactly where the residents of Baden are affected by the
benefit from a wide range of offers that are all close together.
The poster campaign of the city and its important companies was based on
the special advantages of Baden and its companies to attract companies and
to attract investors, the new campaign strand appeals more to the
private needs. Be it entertainment, culture, wellness or
Shopping, almost everything is within walking distance and in a short time
achievable. This benefit is to be achieved with a wide variety of humorous
presented to the general public. The
The tension between the images and the concise headlines
is intended on the one hand to attract attention, but on the other hand also to
spirit of the small town. Unmistakable cityscapes and
well-known institutions contrast with the unexpected: nature
border on culture, hectic on tranquility, antiquity on modernity, explains CD Rolf
Kälin. In addition to the corporate design of the city, the advertisements thus
Baden also plays with the contrasts of the existing poster campaign
on. In any case, the advertisements reveal the upcoming advertising concept
nothing, says tourism and PR specialist Barbara Fahrländer.

Luca Aloisi