Quite reduced
Davos Tourism is kicking off the winter season with an eye-catching campaign by Lowe, setting the stage for its new brand launch in spring 2005.
Tourism Davos starts the winter season with an eye-catching campaign by Lowe and sets the tone for the new image in spring 2005.enticing, adventurous and sparkling: Europe's highest town in German-speaking Switzerland has recently started advertising for visitors with a striking white poster campaign designed by the Zurich agency Lowe in an extremely minimalist style. The campaign heralds the start of the 2004 winter season and at the same time paves the way for the new 2005 image campaign.
According to Switzerland Tourism, the number of winter sports enthusiasts has fallen by around five percent in the last five years. Nevertheless, Davos is doing more than well in comparison. Although the peak number of overnight stays in 1980 has not yet been reached again, the figures for the last two years have shown a steady upward trend. Barbara Studer, Head of Marketing Davos, also knows why: "Davos means top quality in all areas. This applies to infrastructure such as railroads and hotels as well as to people and service."
The Zurich agency Lowe must have met these high standards when it beat off competition from well-known competitors this spring and secured the total budget of around half a million francs. "Among other things, it was our imagery, the unusual and unconventional visual language with which we incorporated our quality standards directly into the overall concept that tipped the scales," explains CD Keith Loell. And: "Davos is different from others and anything but boring. So it quickly became clear to us what the communication had to look like: unique, entertaining and modern."
One or more winter subjects
The three subjects selected for the winter campaign show what Davos has to offer with striking modern minimalism: snow, romance, adventure and much more. The white space deliberately leaves plenty of room for interpretation. Kerstin Schnyder, consultant at Lowe: "The target group is very broad. We are not targeting a specific customer segment, but are concentrating on open communication that does justice to the diversity of Davos."
Posters are used above the line, almost exclusively in German-speaking Switzerland. Below the line, brochures and various sales promotion activities are used, which are aimed - also via Switzerland Tourism platforms - at travel, congress and seminar organizers abroad, where around 45% of overnight stays are generated.
Quite exciting
However, the fact that the visual language of this winter campaign is not the one that awaits us next year and with which Lowe won the pitch is not a problem for those involved. Keith Loell: "We won't be able to shoot the winter images until this winter. But there will be a connection between this and the 'real' campaign." However, he doesn't want to reveal which one yet. So we can look forward to it and grind our skids in the meantime. Where the journey will take us and with which sled is not a question.
Lowe's posters show that Davos offers romance and lots of snow.
Michel Lazara Bozikovic
According to Switzerland Tourism, the number of winter sports enthusiasts has fallen by around five percent in the last five years. Nevertheless, Davos is doing more than well in comparison. Although the peak number of overnight stays in 1980 has not yet been reached again, the figures for the last two years have shown a steady upward trend. Barbara Studer, Head of Marketing Davos, also knows why: "Davos means top quality in all areas. This applies to infrastructure such as railroads and hotels as well as to people and service."
The Zurich agency Lowe must have met these high standards when it beat off competition from well-known competitors this spring and secured the total budget of around half a million francs. "Among other things, it was our imagery, the unusual and unconventional visual language with which we incorporated our quality standards directly into the overall concept that tipped the scales," explains CD Keith Loell. And: "Davos is different from others and anything but boring. So it quickly became clear to us what the communication had to look like: unique, entertaining and modern."
One or more winter subjects
The three subjects selected for the winter campaign show what Davos has to offer with striking modern minimalism: snow, romance, adventure and much more. The white space deliberately leaves plenty of room for interpretation. Kerstin Schnyder, consultant at Lowe: "The target group is very broad. We are not targeting a specific customer segment, but are concentrating on open communication that does justice to the diversity of Davos."
Posters are used above the line, almost exclusively in German-speaking Switzerland. Below the line, brochures and various sales promotion activities are used, which are aimed - also via Switzerland Tourism platforms - at travel, congress and seminar organizers abroad, where around 45% of overnight stays are generated.
Quite exciting
However, the fact that the visual language of this winter campaign is not the one that awaits us next year and with which Lowe won the pitch is not a problem for those involved. Keith Loell: "We won't be able to shoot the winter images until this winter. But there will be a connection between this and the 'real' campaign." However, he doesn't want to reveal which one yet. So we can look forward to it and grind our skids in the meantime. Where the journey will take us and with which sled is not a question.
Lowe's posters show that Davos offers romance and lots of snow.
Michel Lazara Bozikovic
