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Milestone Brandcom builds exotic outdoor presence for Switzerland Tourism
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network2media Bureau   
Tuesday, 08 November 2011 09:00 (IST)

Premium campaign MUMBAI: Milestone Brandcom has executed a premium, high value campaign for Switzerland Tourism. The principal idea behind the campaign was to highlight the scenic, picturesque locations in Switzerland and highlight the company promise through the tag line, 'We Do Whatever It Takes To Make Your Holidays Perfect', which has exactly been illustrated with the help of this beautiful imagery used in the campaign.

High impact Switzerland, extending across the north and south of the Alps encompasses great diversity of landscapes - shimmering glaciers, snow capped mountains, lush meadows and beautiful villages. The rich Swiss heritage and unique culture has been highlighted using images of cows, cow-bells and scenic imagery of the extraordinarily picturesque locales that one can visit in Switzerland with an underlying message around perfection that can be tailored into one's vacations.

Large formats The company has come up with exciting 'Value for Money Offers' showcasing the various exotic holiday destinations across Switzerland. Creatives were very well chosen to showcase the culture of the country and the various imagery that define the country.

Michael MaederTalking about the campaign initiative, a highly satisfied Michael Maeder, managing director India, Switzerland Tourism, said, "It was a pleasure to work with Milestone Brandcom for our latest Out-of-Home campaign and we are very happy with all aspects of our collaboration."

Maximising exposure "Switzerland Tourism's focus in India is normally more on trade promotion and media presence, Our aim was to find a communication partner regarding costs but also a reliable partner, to make sure to get a successful campaign. Milestone Brandcom could fulfill both these criteria very well from planning to implementation", he added.

Another large format display "Milestone Brandcom has proactively delivered additional exposure at no additional cost and surprised us with the exciting, eye catching innovations on some of the hoardings", continued Maeder.

Key placement Maeder concluded by saying, "We are happy to recommend Milestone Brandcom to any other company, who is planning an Out-of-Home brand campaign in India."

Imtiyaz Vilatra

Commenting on the campaign and its execution, Imtiyaz Vilatra, founder member and managing partner, Milestone Brandcom, said, "The objective was to bring Switzerland as the top of mind travel destination in the minds of the consumers this holiday season.

BQS building reach Vilatra continued, "The OOH media strategy we followed was a fair mix of outdoor media - using billboards across key traffic junctions and arterial routes, tactically using backlit bus shelters for neighbourhood penetration and pole kiosks as a frequency builders across various important stretches."

Premium utility "The desired impact was delivered with innovative executions on strategically located hoardings and mobile billboards creating buzz among the TG at numerous touch points", he added.

'Mobile' OOH creating roving presence Vilatra further stated, "For greater reach and frequency, we also heavily wove in transit media – Meru cabs into the plan considering the TG as the frequent user and to get maximum impressions including that of pedestrian and vehicular traffic in the relevant TG frequented locations."

Pole kiosks building frequency In conclusion and mentioning about the client feedback, Vilatra said, "The campaign was initially scheduled for a 2 week burst, however, upon witnessing the tremendous response to the campaign, the client happily extended the offer for another 2 weeks."

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