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08.09.2011
Winterthur makes fun of Zurich

Winterthur, the Canton of Zurich’s second largest city, is launching a new promotional campaign which specifically aims at differentiating itself from the City of Zurich. This comes on the heels of the City of Zurich’s recent advertising change last month, when they switched slogans from “Downtown Switzerland” to “World Class. Swiss Made”

 

Wintherthur, often referred to as Zurich’s little brother by locals, is “more personable and likable” according Frank Bodin, who is responsible for the new ads. Mr Bodin won the advertiser of the year award in 2009 and is CEO of the Euro-RSCG-Group Switzerland. 

 

Using three year’s worth of studies that cost the city of Winterthur a half a million francs Mr Bodin believes to have isolated Winterthur’s “technical advertising DNA.” In his words: “Winterthur: The best that Zurich has to offer.” It benefits from its close proximity to the City of Zurich, but its quieter, less expensive and more introspective.

 

With that in mind the new campaign mentions both cities and uses famous people who reside in Winterthur. The first one if these posters says: “A Culture City Like Zurich, But Funnier” and has comedian Viktor Giacobbo (also seen in the Amnesty International posters) sitting on a director’s chair from the Casino Theater in Winterthur. Across from him is some young unknown person who is supposed to represent someone living in the City of Zurich.

 

Another ad has SWISS chairman Bruno Gehrig sitting on a Pullman suitcase with another business man rushing off the other side. The tagline reads: “Just as quick at the Airport like from Zurich, but more relaxed.” There are more slogans in the pipeline, but will be kept secret until they are officially launched.

 

Winterthur City President Ernst Wohlwend (SP) said that the campaign is meant to be a little tongue in cheek. Zurich City President Corine Mauch congratulated Winterthur for the new campaign, but said that it shows that Zurich is still Winterthur’s role model. Commenting on the campaign Marlis Ackermann, head of Zurich Tourism, said that while the campaign is clever the effectiveness has yet to be seen. From an advertising perspective Hermann Strittmatter from the Agency GGK believes the campaign is no good and shows that Winterthur has an inferiority complex. 

While the campaign may be a little tongue in cheek the hope is that it will attract more people to the city of Winterthur. People like American Artist Michelle Bird, who have already discovered the wonderful possibilities offered by Winterthur. Ms Bird is also the founder and head organizer or the Open Doors event in Winterthur, when artists welcome guests into their ateliers as well as MAP magazine.

 

Winterthur has over 100,000 residents, is Switzerland’s sixth largest city and home to Sulzer industries as well the birthplace of the UBS and the modern Swiss political system.

Thursday, September 8, 2011.

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