Sleeping Beauty does not yet live in the Dolder
Hotel industry One year before the total renovation of the Grand Hotel, Dolder Hotel AG wants to show that everything is still the same with a campaign by Spillmann Felser Leo Burnett.
Hotel business One year before the total renovation of the Grand Hotel, Dolder Hotel AG wants to show with a campaign by Spillmann Felser Leo Burnett that everything is still the same.Illustrious guests, gigantic views, exquisite gastronomy and exclusive prices. These are the most common attributes associated with Zurich's Grand Hotel Dolder. A few months ago, a new one was added: the "big" renovation. After Zurich daily newspapers informed about the planned refurbishment of the renowned five-star hotel, there was talk that it had already closed its doors. Wrong, corrects Beat Sigg, CEO and Chairman of the Executive Board of Dolder Hotel AG: "Until the renovation in 2004, the house is open as normal and continues to offer a wide range of culinary and other delicacies." It is only in a year's time that the hotel is to be closed for 18 months and renovated according to the plans of the English star architect Norman Foster - creator of the Chesa Futura in St.Moritz. The majority shareholders of Dolder Hotel AG, Urs Schwarzenbach and Martin Candrian, want to lift the 104-year-old Zurich landmark for around ten million francs. Despite a frosty economic breeze blowing around the towers on Zürichberg. To dispel doubts about the Grand Hotel's operation, Beat Sigg has entrusted the Spillmann Felser Leo Burnett (SFLB) agency with the conception of a publicity campaign. This is intended to tell all residents in and around Zurich that the Dolder has a lot to offer in the current year. The local market plays an important role for the Grand Hotel, explains Christian Dangel, Director of Sales & Marketing at the hotel. After all, the Swiss - after the USA and Germany - occupy third place in the guest ranking list. In contrast to the local audience, however, there is no question for the foreign guests that paying customers are still welcome at the Zürichberg.
However, the ad is not only intended to appeal to businessmen looking for accommodation for foreign partners. Every Zurich resident should be informed about the Dolder's annual program. On the one hand, the SFLB team visualized this message with a plate flanked by 16 forks and knives each. Under each piece of cutlery is a date and a description of the contents of a culinary highlight. A second subject presents a puffy cushion on which 18 "Schöggeli" are arranged, providing an insight into the hotel's annual program. The chocolate carrels will also be distributed as giveaways to guests and mailed to customers. The ads have been running in Zurich's daily newspapers since January 23 and will be present throughout the year.
Representing the two core competencies - culinary and lodging - Spillmann Felser Leo Burnett shows the place setting of a
However, the ad is not only intended to appeal to businessmen looking for accommodation for foreign partners. Every Zurich resident should be informed about the Dolder's annual program. On the one hand, the SFLB team visualized this message with a plate flanked by 16 forks and knives each. Under each piece of cutlery is a date and a description of the contents of a culinary highlight. A second subject presents a puffy cushion on which 18 "Schöggeli" are arranged, providing an insight into the hotel's annual program. The chocolate carrels will also be distributed as giveaways to guests and mailed to customers. The ads have been running in Zurich's daily newspapers since January 23 and will be present throughout the year.
Representing the two core competencies - culinary and lodging - Spillmann Felser Leo Burnett shows the place setting of a
16-course menus as well as the classic hotel bedtime snack in multiple versions.
Simone Keller
