Present in the past
For the Theater an der Winkelwiese, Bonaparte leafed through photo albums of celebrities
Bonaparte leafed through the photo albums of celebrities for the Theater an der WinkelwieseThe longed-for "Marthaler effect" in Zurich has failed to materialize. For smaller theatres such as the Theater an der Winkelwiese, the hype surrounding the city's theater policy has not made it any easier to step into the limelight. And although art and commerce are now united, the theater's coffers are now so empty that it is hardly possible to do more than provide information about the repertoire. Today, every stage has to stage itself and establish its identity with its target audience. For Uwe Heinrichs, head of the press department at Theater Neumarkt, theater marketing mainly consists of good artistic quality, which practically always reaches the audience. The advantage over large theaters lies in the small ensemble, which creates intimacy and binds the audience to the theater. According to Heinrichs, traditional advertising makes only a small contribution to the image and recognizability because the market is regionally and numerically very limited and investments in traditional advertising hardly pay off.
This is why smaller theaters are usually dependent on the voluntary work of a communications agency. This was also the case for the Theater an der Winkelwiese, which took the change in management, the new repertoire and the new magazine as an opportunity to draw attention to its own existence in the shadow of the Pfauenbühne and Schiffbau. In the villa on the edge of Zurich's old town, Stephan Roppel will take over as director of the stage known as a talent factory at the beginning of 2003. With the season theme "Present Past", which focuses on biographies and illuminates them in many facets, the stage launches a 24-page in-house magazine, which will be published twice a year with a circulation of 10,000 copies.
Together with the poster campaign, it is the dominant instrument in the communication mix, which continues to be managed by Bonaparte. CD Guillaume Borel implemented the season's slogan with crowd-pullers thanks to "the sympathy bonus for the small, renowned stage". Despite the negative headlines surrounding the Marthaler polemic, celebrities such as Beatrice Tschanz and Charles Clerc were happy to make a contribution to the stage and dug out black and white photos of children.
Luca Aloisi
AD Rating
This is why smaller theaters are usually dependent on the voluntary work of a communications agency. This was also the case for the Theater an der Winkelwiese, which took the change in management, the new repertoire and the new magazine as an opportunity to draw attention to its own existence in the shadow of the Pfauenbühne and Schiffbau. In the villa on the edge of Zurich's old town, Stephan Roppel will take over as director of the stage known as a talent factory at the beginning of 2003. With the season theme "Present Past", which focuses on biographies and illuminates them in many facets, the stage launches a 24-page in-house magazine, which will be published twice a year with a circulation of 10,000 copies.
Together with the poster campaign, it is the dominant instrument in the communication mix, which continues to be managed by Bonaparte. CD Guillaume Borel implemented the season's slogan with crowd-pullers thanks to "the sympathy bonus for the small, renowned stage". Despite the negative headlines surrounding the Marthaler polemic, celebrities such as Beatrice Tschanz and Charles Clerc were happy to make a contribution to the stage and dug out black and white photos of children.
Luca Aloisi
AD Rating
Theater an der Winkelwiese
Murmurs with an urge to urinate don't work, beer or no beer. But before you click on the next ad rating, it's probably best to take another look at your own children's photos: See you at www.werbewo che.ch/adrating.
Calanda Viva
Top: 48,07%
Flop: 51,93%
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