SWISS is Switzerland's national airline and a subsidiary of Lufthansa. It is also a member of Star Alliance. As the airline of Switzerland, SWISS stands for traditional values and is committed to the highest product and service quality. In 2017, SWISS generated sales of CHF 5 billion with over 8,800 employees. As of January 2019, SWISS operated 103 aircrafts. The network comprises of 105 destinations (80 European and 25 intercontinental) in 49 countries (as of June 2018).
The target audience had to perceive SWISS as an airline that takes care of the small differences in quality and hospitality and contributes to a new customer-oriented approach. A broad appeal had to be ensured, as there is a high potential within the population of Switzerland as a whole. Nevertheless, the differences to other airlines had to be reflected in the communication. The lead agency Publicis created an installation "The sun is not gone. It's just somewhere else" at Zurich main station. In January, wile the days in Zurich are short and the weather is cold. The city is often covered by dense grey clouds. This is the time when people long for a little sunshine. This special implementation had to be widely supported in media.
A cross-media approach was recommended in order to achieve as much attention as possible around the installation. By using various media, it was possible to generate the highest possible number of contacts and also create a repetition effect amongst these contacts. The media strategy included print, digital out of home and online (via Plan.Net Munich). The special implementation lasted for three days, while the sales campaign was on-air for a total of two weeks.
- High attention within the target audience thanks to the innovative and unusual implementation.
- Development of the campaign strategy in partnership with the client and their advertising agency.
- Joint solution finding for special requirements and challenges.
- Know-how of the full-service agency with the best rating of all independent media agencies in Switzerland.
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