Swiss International Airlines Promo TAXI ALL YEAR-FARES by Publicis Zurich

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TAXI ALL YEAR-FARES

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Industry Airlines
Media Promo & PR
Market Switzerland
Agency Publicis Zurich
Creative Director Peter Rettinghausen
Art Director Thomas Berger
Copywriter Cyrill Wirz
Released October 2010

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: SWISS INTERNATIONAL AIR LINES
Product/Service: AIRLINE
Agency: PUBLICIS
Date of First Appearance: Nov 1 2010
Entrant Company: PUBLICIS, Zurich, SWITZERLAND
Creative Director: Peter Rettinghausen (Publicis Zurich)
Copywriter: Cyrill Wirz (Publicis)
Art Director: Thomas Berger (Publicis)
Account Executive: Stephan Lanz (Publicis)
Production Company: (frontwork)
Media placement: Taxi - Taxi - November 2011

Describe the objective of the promotion.
During the cold and rainy season, Swiss International Air Lines wanted to promote their discount fares for warmer and drier destinations.

Describe how the promotion developed from concept to implementation.
To promote this offer, we placed a picture of a man in summer clothing on rear windows of taxis and made the windshield wiper look like his arm – so he could wave to pedestrians and other drivers.

Explain why the method of promotion was most relevant to the product or service.
The headline translates to “Say good-bye to the rainy weather: i.e. Valencia for $199”.

Sunshine, Swiss Made.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The promotion for Zurich was quite a success, so the client decided to launch the same promotion at their other airports in Geneva and Basel for 3 months.