Think global, write local

The Berner Zeitung and its associated titles Thuner Tagblatt and Berner Oberländer will appear in a new layout on Friday this week. However, it is not only the form that is changing, but also the content. The newspaper's new concept has an even stronger focus on the region than before. "The editorial team now always thinks of Bern, Thun and the Bernese Oberland first", explains Sandra Locher, Head of Marketing & Communication at Espace Media. This strict prioritization of local reporting is communicated by the advertising agency Neue Lgk in a broad-based image campaign with a tongue-in-cheek visual language. The closer the event, the more prominently it is reported in the new newspaper. This naturally pleases local politicians, business leaders, sportspeople and cultural figures. Global figures such as Obama and others are likely to be less pleased, unless the US President is once again having problems with his Senate. In Neue Lgk's striking campaign, André Benker and Hans Tanner and their teams dramatize the reactions that this new positioning of local news will trigger among those affected from near and far. In the teaser, people are still generally looking forward to the new Bernese newspaper. On the day of truth, even Barack Obama will have to realize what is really important to the people of Bern. In addition to posters and advertisements, the campaign also includes TV commercials, radio spots, online banners, a mailing and, of course, a newspaper supplement. Pan