Hofer lets city dwellers "fill up on alpine power
Lenk-Simmental Tourism wants to attract "concrete-weary" city dwellers to the Simmental with an unusual advertising campaign. Hofer Kommunikation has developed a relaxed promo for this summer campaign.
From the end of May to the beginning of July and from mid-August to mid-September, a group of amateur actors will make themselves comfortable on a picnic blanket in various Swiss towns and tell stories in Bernese German about the picturesque hiking trails, the breathtaking mountain panorama and the green meadows in the Simmental. Between bales of hay and the tinkling of cowbells, passers-by can join them and taste various regional products.
With the mobile equipment, as many city dwellers as possible in Zurich, Basel, Aarau, Olten, Lucerne, Solothurn and Liestal are to be enthused about the region and convinced to switch off outside the city. Hofer Kommunikation has commissioned the marketing agency USP Partner for location evaluation, route planning and the promotion staff.
Instant prizes can be won with the "Alpenkraft-tanken tickets". As the main prize, seven "Simply Luxurious" arrangements will be raffled among the participants: Two nights of contrasts - the first at Berghaus Iffigenalp and the second at Lenkerhof gourmet spa resort. To find out whether a code wins, visit Alpenkrafttanken.ch.
Responsible at Lenk-Simmental Tourism: Albert Kruker (Director), Eric Berset (Head of Marketing) Rahel Rösti (Project Manager). Responsible at Hofer Communication: Reto Steiner (concept, idea, overall responsibility), Sabine Wandeler (art direction), Simon Kümin (text), Sam Dunkel (programming microsite and competition), Sarah Neuhaus (styling), Daniel Scheuzger (idea, film production). Responsible USP Partner: Fabio de Marchi (Project Manager & Teamhead), Julia Merz (Project Assistant).
