Tattoo campaign for Kugl

A competition was launched to honor and promote the logo and online presence of the St.Gallen cultural venue Kugl. Anyone who gets a tattoo of the new logo will receive free admission for life. The response was huge. Without even knowing what the new logo would look like, almost 100 people responded to the call for entries. They had to explain why exactly they should get the tattoo. In the end, Nicole Kesselring (24) from Arbon won with an emotional declaration of love for the Kugl.

With the tattoo forever free in the Kugl

A week before the official relaunch, Nicole had the new lettering engraved on her wrist by a tattoo artist in St. Gallen. She was pleased with the result: "I have many fond memories of the Kugl. Now I have a good reason to go there even more." The campaign for the relaunch triggered a huge media response and mass discussions on social media. Numerous articles in print and online media as well as radio reports brought the cultural venue to the attention of the public. Over the past 13 years, the Kugl has established itself as a concert and party venue with national appeal. With the refreshment of the corporate design and the associated campaign, the aim is to ensure a better perception and position itself as a multifunctional event location.