Marti. Seiler. creates an information campaign for Swiss parks on behalf of the FOEN
To publicize the newly launched "Swiss Parks" brand, Marti. Seiler. is running an information campaign on behalf of the Federal Office for the Environment to show how close the parks are to the city gates.
Most Swiss people are not yet aware that Switzerland has many other national parks in addition to the best-known one in the Engadin. This is despite the fact that they are all areas with particularly high natural and landscape values. Against this background, Marti. Seiler. was commissioned to design and implement an information campaign following a competitive presentation.
The basis for the positioning and profiling of the Swiss parks was initially the development of a brand strategy. The aim of this was to lay the foundations for communicative profiling with a uniform brand, a corporate design and a signage concept. The aim is to make the newly created "Swiss Parks" brand known to the general public, provide information about its purpose and profile the individual parks as visitor destinations.
Representative basic research was carried out in advance to determine which value propositions have the greatest motivational power for visiting a Swiss park. It became clear that the breathtaking nature and landscape experiences and easy accessibility are the most appealing and have the greatest mobilization potential, the agency said in a press release on Tuesday. The claim "Closer than you think" and the appropriate visual implementation were developed. This shows how diverse the Swiss parks are and how close they are to the urban living space. The campaign is being launched with a national poster display and three subjects.
The poster campaign is embedded in an integrated communication concept that uses a cross-media approach to meet the diverse objectives of the campaign and the information needs of the various target groups. In addition to media and public relations, event promotions, trade fairs and online communication, the information map created especially for the Swiss parks is a central element of the campaign. The exact location of each park can be seen on a large map. All the parks are portrayed on the reverse. The result is a comprehensive information tool that is extremely useful and can be used in a variety of ways.
Responsible at Marti. Seiler: Thomas Krebs (strategy), Anita Kittel (consulting), Stefan Künzler/Philip Meier (art direction), Stefan Beck (text/concept).
