Leo Burnett: Gotthard motorcycle ride for Ticino Turismo
With a campaign, Ticino Turismo wants to make the German-speaking Swiss aware that the sunny region of Switzerland can be reached very quickly. Leo Burnett and director Michael Steiner show how long and arduous the journey can be in the film "Töfflibuebe".
In 2016, the first trains will run through the Gotthard Base Tunnel, bringing Ticino and German-speaking Switzerland even closer together. Already now, the sunny region wants to position itself as a nearby destination for the German-speaking Swiss and encourage them to make more trips to Ticino. And so Ticino Turismo is launching a TV campaign that will be shown exclusively in German-speaking Switzerland, the most important market. After all, Ticino is quickly and easily accessible for German-speaking Swiss. So you can enjoy the south by car or train after only about two hours' drive.
In developing the campaign, Leo Burnett Switzerland drew inspiration from trips to Ticino as a teenager. Taking a motorcycle over the Gotthard to Ticino was - and often still is - the first trip you took as a teenager. But this adventurous trip is often longer than you think. In the TV spot shot by director Michael Steiner, three young boys from German-speaking Switzerland are shown driving their motorcycles over the Gotthard towards Ticino. But their journey turns into an odyssey: one motorcycle engine breaks down, a second motorcycle later also fails. And when the three of them ride on the only remaining motorcycle, they are stopped by a policeman and have to continue on foot. Eventually, however, the three arrive exhausted at their destination in Ticino. And the fade-in makes it clear that it's easier to get there by car or train: "Actually, it's only two hours away - Ticino.
Responsible at Ticino Turismo: Elia Frapolli (Tourism Director), Alessia Alberti-Bernasconi (Product Management Manager), Claudia Zuffi (Product Manager), Manuela Nicoletti (Country Manager Switzerland), Omar Gisler (Media Relations Manager). Responsible at Leo Burnett Switzerland: Peter Brönnimann (Executive Creative Director), Reto Clement (Art Director), Peter Brönnimann, Simon Smit (Text), Rebecca Krausse, Sylvia Kohler (Consulting), Suzana Kovacevic (Art Buying). Directed by Michael Steiner. Production: Onfilm, Zurich. Producer: Michèle Seligmann.
