This time, the musician and songwriter takes the community on a journey to Mexico, where a new version of his dialect hit "Supermercato" was created together with local artists. Helvetic Tours is now using the Mexican adaptation in cross-channel marketing.

Swiss singer-songwriter Tacchi, aka Baba Shrimps lead singer Adrian Kübler, remains the face and voice of the image campaign of Kuoni's beach holiday brand Helvetic Tours. This is being continued - with newly produced content - as of today, following its launch last year. As a claim, the text line from Tacchi's wanderlust anthem Supermercato "eifach mal los..." continues to serve. Because "Helvetic Tours also stands for simplicity, spontaneity and the connection to culture and music in the vacation destination," says André Plöger, Chief Marketing Officer at DER Touristik Suisse, to whose brand house Helvetic Tours belongs. Increasing brand awareness remains the most urgent goal of the campaign for the beach holiday specialist, with the focus of the new edition being even more on Tacchi's vacation experiences around culinary, culture, action, beach and relaxation.

After Ibiza last year, the focus is now on Tacchi's travel experiences from Mexico, which the young production team from Grizzly AG captured for Helvetic Tours: Learning to dance the cumbia, preparing tacos, jumping into a cenote, visiting Mayan ruins or enjoying the hotel pool. How the new interpretation of Tacchi's song "Supermercato" came about, and what he experienced on his trip with Helvetic Tours, he tells in the Song Journey. In addition to a classic TV spot - which can be seen on the channels of the 3+ stations starting in September - other short videos have been created for YouTube and other social networks, including a live performance of "Supermercato" in Mexican style. Components of the multilingual campaign also include a landing page, a web push, newsletters, in-store TV content, online ads and radio spots.

Book a package - experience individually

Through the music of Tacchi, Helvetic Tours shows that a cultural, authentic travel experience and a package tour are not contradictory. Book a package, but experience it individually, is the motto. "Due to the low organizational effort involved in booking a package tour, there is more time and energy for individual discovery and relaxed experience. Tacchi and the claim 'eifach mal los...' embody this simplicity and ease of travel and discovery," says Nadia Peter, Head of Branding, Campaign & Digital Marketing at DER Touristik Suisse.

Emotional connection between tour operator and community

The Zurich-based agency Grizzly AG, which specializes in musical advertising campaigns, is responsible for the realization. "Through the prominent integration of the dialect song, we create closeness between the Swiss tour operator and its community. In the second part of the continuation campaign we send the Swiss artist Tacchi together with his song to Mexico. In the vacation destination, an exotic song version is created with local musicians, which expressively combines wanderlust and Swissness," says project manager Moritz Vontobel.

Responsible at DER Touristik Suisse: Manuel Lieberherr (Marketing Manager), Nadia Peter (Head of Branding, Campaign & Digital Marketing), Heidi Raff (Creative Director), André Plöger (CMO). Responsible at Grizzly AG: Moritz Vontobel (Project Manager), Adrian Kübler (Creative Direction), Luca Burkhalter (Music), Anne Tondorf (Text). Film and photography: Olivier Walther and Claude Gabriel.