The new advertising series follows the Zurich-based carrier’s “success stories” that ran for more than a year. It combines key destinations and special items transported on selected routes. Swiss WorldCargo speaker Fabian Mettler explains the backgrounds and aims of the campaign kicked off last week.
Mr Mettler, in your marketing campaign specific commodities are highlighted, such as fashion, high tech or luxury products.
General cargo is not part of your initiative, why?
Fabian Mettler: General cargo remains crucial to us and our business. But with this campaign, we wanted to highlight Swiss WorldCargo’s profound experience in transporting high-value shipments, and it underlines the extra mile we go for our customers. With this focus, we are able to distinguish ourselves in their eyes, as well as occupy a unique space within the industry.
Likewise, the campaign ties unique destinations within the Swiss WorldCargo network to special commodities shipped on these routes. Thus, we emphasize not only a specific commodity, such as pharmaceuticals, but also a destination. In this case, one visual presents Singapore, on which we previously launched our first “pharma corridor,” offering highest quality handling.
Luxury watches is another valuable product you push up front associating it with Swiss flights to/from Geneva. Why Geneva and not Zurich, Swiss WorldCargo’s main gateway?
Western Switzerland’s French-speaking region is a major powerhouse for the global watch industry – with many industry leaders’ headquarters housed there. With this image, we want to display both the proximity of our Geneva hub to this area, as well as the fact that shippers from this region regularly entrust Swiss WorldCargo with their special cargo.
Further to luxury items and valuables your campaign focuses on high-tech products and pharmaceuticals. People involved in these products, enabling day after day their safe and timely transport on board your fleet are not put up front by your ad motives. How come?
This campaign is an enhancement of our initial “success stories” campaign, and besides the emphasis on our customers’ successes it is commodity-focused; that is, on what goods we are shipping around the world. We want to convey this with images highlighting famous and recognizable landmarks from some of the destinations we ship to/from.
Therefore, the decision not to feature any of the people working “behind the scenes” is simply for style consistency. However, we acknowledge and applaud the men and women – both on the ground and above the clouds – who play a vital role in helping to carry such complex shipments every day. It is important to mention that they enable our successes.
Which additional advertising steps and measures complement the new campaign and how much is it supposed to cost?
We plan to continue this series in the coming months, with a focus on new visuals and commodities. Additionally, we will share more information and details about the stories that inspired each specific ad. All we can say right now is….stay tuned!
Interview: Heiner Siegmund