MZ in Baselland on the move

Newspapers The Basellandschaftliche Zeitung is making its readers curious: from next Saturday, the Basellandschaftliche Zeitung (bz) will take over the concept, jacket section and layout of the Mittelland Zeitung (MZ). Thanks to this cooperation in the jacket section, "journalistic capacities will be freed up, which will enrich and further expand regional and local reporting", promises publishing director Mathis Lüdin at bz. His readership should be able to find out more about their immediate surroundings with the new possibilities. The new design will also be fresher and clearer in the style of the tried-and-tested MZ, so the familiar will be complemented by something new. The advertising agency Bürgi&Partner in Lenzburg has also incorporated this into its work. Under the motto "Your bz and even more ...", the agency is presenting a multi-stage teaser campaign. The idea is not completely new. The subjects build on the teaser campaign that the Aargauer Zeitung had already realized a year ago for its own relaunch.
It will start at the beginning of September. For two weeks, curiosity about the expanded bz will be aroused and the medium of the newspaper will be dramatized in a creative way, with a torn-open front page providing a first glimpse of the new insides. The publication of the refreshed bz will be followed on September 16 by a complete view.
In order to achieve an optimal effect and focus the attention of the target groups, several media are used in parallel - the bz relies on print ads, posters, streetcar and bus advertising as well as radio and TV spots.
Andreas Panzeri