Celebrities let prizes tumble
Airlines: JvM/Limmat is also relying on a refreshing celebrity endorsement concept for the promotion of its affordable «Swiss Specials.».
Airlines JvM/Limmat is also relying on a refreshing celebrity endorsement concept for the draw for the low-cost "Swiss Specials". "Swiss is delighted to be the new Official Carrier of DJ Bobo," the Lufthansa subsidiary's press office recently announced. At the same time, the airline raffled off 30 pairs of tickets for last Saturday's sold-out concert at the new Hallenstadion in Zurich. The whole thing could not have ended up as a fleeting PR campaign with such a media-effective set-up: the advertising package is now being opened as a 17-part TV commercial series. It includes a dozen Swiss celebrities. The Zurich agency wants to use them to raise awareness of the weekly changing "Swiss Specials".
CD Michael Rottman's concept is for the celebrities to slip into the role of the lucky fairy on Tuesdays shortly before the news magazine "10 to 10" and use a random generator to determine the destination of the offer. This can be booked from the following day at a favorable rate. The popular characters Köbi Kuhn, Fiona Hefti, Beat Schlatter and Co. even have enough time to get their image-boosting message across. Before they press the buzzer, they let viewers know why they want to escape their everyday lives with Swiss. In the run-up to the show, advertisements in daily newspapers, people and TV magazines announce the "Swiss Specials" newspaper.
In the TV commercials, Publicis relies on likeable normal consumers: the celebrities in the poster campaign profess their favorite Rivella color.
Luca Aloisi
CD Michael Rottman's concept is for the celebrities to slip into the role of the lucky fairy on Tuesdays shortly before the news magazine "10 to 10" and use a random generator to determine the destination of the offer. This can be booked from the following day at a favorable rate. The popular characters Köbi Kuhn, Fiona Hefti, Beat Schlatter and Co. even have enough time to get their image-boosting message across. Before they press the buzzer, they let viewers know why they want to escape their everyday lives with Swiss. In the run-up to the show, advertisements in daily newspapers, people and TV magazines announce the "Swiss Specials" newspaper.
In the TV commercials, Publicis relies on likeable normal consumers: the celebrities in the poster campaign profess their favorite Rivella color.
Luca Aloisi
