Gipfeli in champagne bath
The St. Galler Tagblatt is revamping its look and, with Matter & Partner, is wielding the foil of subtle irony
The St. Galler Tagblatt is revamping its look and drawing the foil of subtle irony with Matter & PartnerBy Luca Aloisi The St. Galler Tagblatt is undergoing several changes at once: a new printing center is being put into operation, the paper itself is getting a new look, the local editorial offices are being strengthened and an expanded coverage area in the canton of Thurgau is being added. The campaign is also new, but not its creator: Matter & Partner.
In its traditional territory, St.Galler Tagblatt AG (SGT) is struggling with its monopolist image. The situation in the neighboring canton of Thurgau is more comfortable. Despite the merger of their two splits to form the Tagblatt edition with the addition "Edition for Thurgau" and the opening up of the Steckborn district, the market leaders Thurgauer Zeitung and Bote vom Untersee will hardly have to fear the competition from St.Gallen. In any case, the market will not be approached "very aggressively", publishing director Daniel Ehrat told WerbeWoche (WW 29/02).
Nevertheless, he hopes that the expansion will more than compensate for the decline in circulation in the previous Bodensee-Tagblatt region. More helpful to him in the relaunch than the enlarged circulation area will be the USPs, strengthened local editorial teams and three local sections. In addition to the graphic redesign, a new bundle sequence and a new teaser principle on the front pages of the bundles will make it easier to guide readers.
These innovations are accompanied by a relaunch and an image campaign by the Zurich agency Matter & Partner, which defended the advertising budget for Eastern Switzerland in a pitch. The new image conveys the added value of the largest regional daily newspaper to both loyal and potential readers. "More than a newspaper", according to the claim, is intended to stand for the pleasure and emotional connection of the reader as well as for the quality of the newspaper. For Thurgau, the campaign naturally focuses on the added value of knowing more about one's own canton. With countless apple boxes, an advertisement visualizes the reading time that people in Thurgau will devote to the Tagblatt in future.
The other implementations, in which the newspaper is always at the center of the action, are similarly captivatingly simple and funny. Whether it's a car mechanic who discovers exciting reports in the old newspapers on display or the newspaper holders of a restaurant, only the one with the SGT is chained up.
Another motif humorously caricatures the relevance of the SGT in Eastern Switzerland, on which an issue is highlighted in highlighter pencil and explained by the headline "Not a word too much". The special motif for the new look (newspaper reader bathing his breakfast croissant in champagne to celebrate) is also characterized by its simple idea.
In its traditional territory, St.Galler Tagblatt AG (SGT) is struggling with its monopolist image. The situation in the neighboring canton of Thurgau is more comfortable. Despite the merger of their two splits to form the Tagblatt edition with the addition "Edition for Thurgau" and the opening up of the Steckborn district, the market leaders Thurgauer Zeitung and Bote vom Untersee will hardly have to fear the competition from St.Gallen. In any case, the market will not be approached "very aggressively", publishing director Daniel Ehrat told WerbeWoche (WW 29/02).
Nevertheless, he hopes that the expansion will more than compensate for the decline in circulation in the previous Bodensee-Tagblatt region. More helpful to him in the relaunch than the enlarged circulation area will be the USPs, strengthened local editorial teams and three local sections. In addition to the graphic redesign, a new bundle sequence and a new teaser principle on the front pages of the bundles will make it easier to guide readers.
These innovations are accompanied by a relaunch and an image campaign by the Zurich agency Matter & Partner, which defended the advertising budget for Eastern Switzerland in a pitch. The new image conveys the added value of the largest regional daily newspaper to both loyal and potential readers. "More than a newspaper", according to the claim, is intended to stand for the pleasure and emotional connection of the reader as well as for the quality of the newspaper. For Thurgau, the campaign naturally focuses on the added value of knowing more about one's own canton. With countless apple boxes, an advertisement visualizes the reading time that people in Thurgau will devote to the Tagblatt in future.
The other implementations, in which the newspaper is always at the center of the action, are similarly captivatingly simple and funny. Whether it's a car mechanic who discovers exciting reports in the old newspapers on display or the newspaper holders of a restaurant, only the one with the SGT is chained up.
Another motif humorously caricatures the relevance of the SGT in Eastern Switzerland, on which an issue is highlighted in highlighter pencil and explained by the headline "Not a word too much". The special motif for the new look (newspaper reader bathing his breakfast croissant in champagne to celebrate) is also characterized by its simple idea.
