Campaign recycling

Regional press The Basellandschaftliche Zeitung announces new times to its readers On September 16, the Basellandschaftliche Zeitung (bz) takes over the concept, jacket section and layout of the Mittelland Zeitung (MZ). With one difference: the words Basellandschaftliche Zeitung will continue to be emblazoned at the top of the newspaper in Gothic script, with a red bz abbreviation in between. However, the red line below the logo now reads Mittelland Zeitung. "We will introduce the MZ newspaper header in spring 2007 at the earliest," says publisher Mathis Lüdin.
For the communication, Lüdin can adapt the teaser campaign that the Aargauer Zeitung realized a year ago for its own relaunch: a poster and advertisement subject shows a covered bz front page, with the cover torn open at one point, giving the viewer a glimpse of the layout change. The resolution posters then show the current bz front page in full. With the claim: "Now at the kiosk and with a subscription - your bz and even more".
Markus Knöpfli