Reinhold for Swiss press with crosser campaign 

The advertising agency Reinhold emphasizes the importance of print advertisements as part of a cross-media campaign for the Swiss Press Association. Without print media, there is no real profiling of the product and brand, according to a communiqué from the agency. "Of course you can advertise with a few banners, placemats and a mailing," Reinhold's planner Marco Schönenberger is quoted as saying in the press release. "But the best way to really convey product knowledge and give a brand credibility, support and stature is still with advertisements as the basis of your cross-media campaign. That's our approach." As part of the campaign, the word "cross" is to be launched as a synonym for "gaga". The claim is: Without print media, crossmedia is just cross.  
The campaign shows faceless, interchangeable products. Reinhold wants to show what happens to a brand if it is only conspicuous by its absence in the print media. Various unique advertisements are planned, whose headlines and texts can be individualized by the publishers for use in their own titles.
 
A dedicated cross-media website for the Swiss press will be used to intensify the campaign. From this website, links will lead directly to the publishers' cross-media specialists. According to the press release, Schweizer Presse is convinced that most publishers will take part in the campaign.