TR7 remains true to itself
JWT+H+F gathered celebrities for the relaunch campaign
JWT+H+F gathered celebrities for the relaunch campaignBy Markus Knöpfli TR7 is gearing up for a relaunch, as the Swiss TV magazine market is more competitive than ever. The program highlights its USP: the focus on the Swiss TV world and its stars. Five of them - including Kurt Felix - thank and contribute to the communication.
The second-largest Swiss TV magazine TR7 (407,000 readers) was published in a new look on February 27. The most striking thing about it: TR7 has been given a new logo. The large red square with the white, newly unshaded letters TR is based on the Swiss flag and visually emphasizes what is also highlighted in the subtitle: "Switzerland's TV magazine". The yellow seven, on the other hand, refers more clearly than before to the publication frequency - a form of differentiation from TV magazines that appear fortnightly or monthly.
Otherwise, however, TR7, which was revamped by the Hamburg agency Pfadfinder, has not made any "concessions" to its competitors at home and abroad. The aim of the relaunch was not to reposition the brand, but to give it a new shine, says publishing director Sandro Rüegger.
The magazine will continue to focus on the media of TV, film and cinema, primarily focusing on Swiss aspects and Swiss film and TV stars. This is precisely what the campaign designed by JWT+Hostettler+Fabrikant to accompany the relaunch emphasizes. It addresses the readers' desire to find out even more about the Swiss stars. The agency was able to recruit five such stars as testimonials. They are shown in mailings, advertisements, wild posters and in a TV commercial: Patricia Boser, René Rindlisbacher, Hans Schenker with Isabelle von Siebenthal - and last but not least - Kurt Felix. The viewer is repeatedly lured close to the star either by the camera work or by a small square of text on the celebrity's face - and then learns that only TR7 creates the desired closeness. Remy Fabrikant (CD) and Paolo Tonti (AD) are responsible for the concept and realization.
A little treat for advertising customers too
In addition to the new logo, the most important innovations are the consistent bundling of content and sections and a greatly optimized reader guidance. Two pre-test series with subscribers have confirmed that this has been successful, explains Rüegger. The sections and their titles have largely been retained, but some new ones have been added. For example, the double-page service section "Best of..." with weekly tips on books, websites, DVDs/videos and music CDs. Or the double-page spread "Lifestyle" with a weekly menu for a selected movie, presentations of new products and much more. "We created Lifestyle especially for our advertising customers. However, the selection of the featured products is made by the editorial team," says Rüegger.
A new feature is the "Aftermath" section, a page on which two heads of celebrities from the film, show and TV scene are photographed together.
Throughout March, in addition to the usual TR7 circulation of 17,3038 copies, a good 20,000 additional copies will be sent out every week to former subscribers and potential new subscribers in the greater Zurich area. This additional service is even combined with a price reduction: Advertisers who book three advertisements by March 27 will receive them for the price of two. Otherwise, the 2002 rates continue to apply.
New owners changed nothing
The second-largest Swiss TV magazine TR7 (407,000 readers) was published in a new look on February 27. The most striking thing about it: TR7 has been given a new logo. The large red square with the white, newly unshaded letters TR is based on the Swiss flag and visually emphasizes what is also highlighted in the subtitle: "Switzerland's TV magazine". The yellow seven, on the other hand, refers more clearly than before to the publication frequency - a form of differentiation from TV magazines that appear fortnightly or monthly.
Otherwise, however, TR7, which was revamped by the Hamburg agency Pfadfinder, has not made any "concessions" to its competitors at home and abroad. The aim of the relaunch was not to reposition the brand, but to give it a new shine, says publishing director Sandro Rüegger.
The magazine will continue to focus on the media of TV, film and cinema, primarily focusing on Swiss aspects and Swiss film and TV stars. This is precisely what the campaign designed by JWT+Hostettler+Fabrikant to accompany the relaunch emphasizes. It addresses the readers' desire to find out even more about the Swiss stars. The agency was able to recruit five such stars as testimonials. They are shown in mailings, advertisements, wild posters and in a TV commercial: Patricia Boser, René Rindlisbacher, Hans Schenker with Isabelle von Siebenthal - and last but not least - Kurt Felix. The viewer is repeatedly lured close to the star either by the camera work or by a small square of text on the celebrity's face - and then learns that only TR7 creates the desired closeness. Remy Fabrikant (CD) and Paolo Tonti (AD) are responsible for the concept and realization.
A little treat for advertising customers too
In addition to the new logo, the most important innovations are the consistent bundling of content and sections and a greatly optimized reader guidance. Two pre-test series with subscribers have confirmed that this has been successful, explains Rüegger. The sections and their titles have largely been retained, but some new ones have been added. For example, the double-page service section "Best of..." with weekly tips on books, websites, DVDs/videos and music CDs. Or the double-page spread "Lifestyle" with a weekly menu for a selected movie, presentations of new products and much more. "We created Lifestyle especially for our advertising customers. However, the selection of the featured products is made by the editorial team," says Rüegger.
A new feature is the "Aftermath" section, a page on which two heads of celebrities from the film, show and TV scene are photographed together.
Throughout March, in addition to the usual TR7 circulation of 17,3038 copies, a good 20,000 additional copies will be sent out every week to former subscribers and potential new subscribers in the greater Zurich area. This additional service is even combined with a price reduction: Advertisers who book three advertisements by March 27 will receive them for the price of two. Otherwise, the 2002 rates continue to apply.
New owners changed nothing
Despite the surprising change of ownership at Jean Frey AG at the beginning of February, there were no delays or changes to the TR7 relaunch. "We presented the concept to the new management and they approved it," confirms publishing director Sandro Rüegger.
