Welcome, please take a seat
Culture TBS Identity has created a subscription campaign for the Lucerne Theater that works.
Culture TBS Identity has created a subscription campaign for the Lucerne Theater that sits, takes a seat and takes off: The Lucerne Theater has just started its new season. The start of the season at Switzerland's oldest three-genre theater is accompanied by an intensive subscription campaign. TBS developed a special campaign idea together with the theater management. In Lucerne and the surrounding area, theater chairs are placed in suitable but preferably unexpected locations - for example in local pubs, stores, shop windows or at the lido - on which the Lucerne Theater confidently addresses its audience. The folding seats and backrests bear claims such as: "Take a seat and take off" or "Whoever sits with us sees the distance".
A poster campaign stages these communicating theater chairs and invites people to buy a subscription. "This interplay between real objects and the accompanying media campaign is ultimately intended to represent a theater that approaches its audience, gets involved and wants to be present in the city and region," says Dominique Mentha, who has been an active theater director in Lucerne since 2004.
Born in Bern, he initially studied concert and opera singing at the Musikhochschule in Munich. His busy career as a concert and opera singer made him well-known in Germany, Austria, France and Switzerland. In 1987, Mentha became head of the music theater at the Stadttheater Würzburg, then at the Städtische Bühnen Münster. In 1992, he was appointed director of the Tiroler Landestheater in Innsbruck, and from 1999 until his move to Lucerne, he was artistic director of the Volksoper Vienna.
In Lucerne's "province", which has long since ceased to be regarded as such in theater circles, Mentha opens the season with two world premieres: A new play by Gisela Widmer premieres at the former Lucerne slaughterhouse
and the grotesque "Atoll".
This will be the first time that the site, which was approved by the Lucerne electorate in February, will be used for the theater, which will also house the new rehearsal rooms from 2008 following renovation work. "The unusual choice of location also stems from our desire to anchor Lucerne's theater even more firmly in the city," says the director - which TBS Identity has thus implemented with its chairs in an absolutely logical way.
Andreas Panzeri
A poster campaign stages these communicating theater chairs and invites people to buy a subscription. "This interplay between real objects and the accompanying media campaign is ultimately intended to represent a theater that approaches its audience, gets involved and wants to be present in the city and region," says Dominique Mentha, who has been an active theater director in Lucerne since 2004.
Born in Bern, he initially studied concert and opera singing at the Musikhochschule in Munich. His busy career as a concert and opera singer made him well-known in Germany, Austria, France and Switzerland. In 1987, Mentha became head of the music theater at the Stadttheater Würzburg, then at the Städtische Bühnen Münster. In 1992, he was appointed director of the Tiroler Landestheater in Innsbruck, and from 1999 until his move to Lucerne, he was artistic director of the Volksoper Vienna.
In Lucerne's "province", which has long since ceased to be regarded as such in theater circles, Mentha opens the season with two world premieres: A new play by Gisela Widmer premieres at the former Lucerne slaughterhouse
and the grotesque "Atoll".
This will be the first time that the site, which was approved by the Lucerne electorate in February, will be used for the theater, which will also house the new rehearsal rooms from 2008 following renovation work. "The unusual choice of location also stems from our desire to anchor Lucerne's theater even more firmly in the city," says the director - which TBS Identity has thus implemented with its chairs in an absolutely logical way.
Andreas Panzeri
