Helvetic natural wonders
Tourismus SFLB shows Switzerland Tourism how everything is a little more natural here.
not only politicians when it comes to joining Europe.
goes. The Swiss also tick differently to the rest of the world when it comes to
character traits such as reliability or modesty.
The Swiss are also different when it comes to disposing of dog waste;
because we invented the Robydog. And the same agency that
has now discovered this fact in a commercial,
that with so much difference, it is not surprising that even vacations
in nature are a little different with us. During the vacations in
In Switzerland, everything is "a bit more natural and authentic than
anywhere else in the world," Spillmann Felser Leo Burnett is convinced.
The peculiarity of our nature has been providing the
The main idea behind all of Switzerland Tourism's activities. "Get
natural" is now also the claim that draws potential vacationers to the
a somewhat different country. The image campaign works with
contrasts between modern achievements and their Helvetic
"natural" version.
For example, the headline says "Our GPS". The picture shows
a natural version with a mountain farmer who kindly gives you the
shows the way. "In a world that is becoming increasingly artificial and virtual,
the need for genuine, natural experiences and the
offers," says the agency. These can of course be found
achievements at various locations in Switzerland.
So anyone who comes here on vacation is going on a pleasant journey for the advertisers.
way back to nature. And enjoys, for example, the most natural
fitness center in the world - namely our hills and mountains.
The new campaign appears in Switzerland and abroad and includes advertisements,
Posters, supplements and POS. In addition to this image campaign
Various tactical measures under the motto "get natural"
used. A World Cup film with sexy Swiss nature boys has
has already caused a worldwide sensation. Television stations in China,
Japan, Canada, Germany and in the USA have been in the news about
reported on the commercial, which advertises with a tongue-in-cheek message:
"Dear women, why don't you spend the World Cup summer where the men are?
less about football and more about you - in the Swiss
Bergen.". Spiegel Online wrote about the commercial under the ironic aspect
"Sex tourism in Switzerland" reported. The film was also a topic
for the British BBC, The Times, The Guardian, Daily Telegraph,
Corriere della Sera, Bild.de, Stern Online and dozens of
other media from Ireland via Scotland and Holland to the
Dominican Republic.
SFLB copywriter Peter Brönnimann: "Even my mother-in-law, who lives in the
Australian outback, wrote in her newspaper about the World Cup spot with
the sexy Swiss men. With the result that the
mother-in-law is coming to Switzerland in the fall." Whether because of the
sexy creativity of the son-in-law, the other people appearing in the commercial
nature lovers or simply the generally beautiful nature
of course not revealed.
Andreas Panzeri
