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Janneke de Bruijn: “Showcasing what Switzerland has to offer” |
SWITZERLAND. The latest instalment in Zürich Airport’s long-running and highly successful “˜Best of Switzerland’ promotion – this time themed “˜Taste of Switzerland’ – is in full swing at the country’s major gateway.
The Moodie Report visited the airport earlier this week, together with representatives from the airport, its leading travel retailer The Nuance Group, and brand companies Cave Amann and Diwisa Distillerie.
Previous Best of Switzerland promotions have focused on chocolate (2007) and watches (2008). This year the subject is Swiss gourmet items, ranging from fine wines to spirits, chocolate and Balik salmon from the Toggenburg valley. The campaign utilises a single ‘Best of Switzerland’ logo (white out of red as per the Swiss flag) across different products and airport areas.This year’s campaign runs from 18 September to 1 November.
 A taste for the finer things in life (and Switzerland |
| Zürich Airport and its partners such as The Nuance Group are giving full voice to the Trinity concept and to the (sometimes) great notion of Sense of Place |
| More on The Moodie Blog |
The Nuance Group, which runs 46 stores at the airport, is particularly active in the campaign. It said that the promotion “brings together the Trinity of landlord, retailers and suppliers for a remarkable display of Swiss treasures”.
The Nuance Group Zurich General Manager Janneke de Bruijn said: “It was a great pleasure to see how everybody involved in this promotion – the airport, suppliers and, of course, our own buying and operation teams – developed this passion about showcasing what Switzerland has to offer. A lot of organisation has gone into this project, and we are truly proud to present the result.”
The retailer’s main display, located in the Airside Center’s central promotion area, is dedicated to the world of Swiss wines and spirits.
Informative panels introduce travellers to the wine-producing regions in the cantons of Geneva, Valais, Vaud and Ticino, providing details of the grape varieties in each region, the specifics of the local climates and background on how each wine is produced.
Leading Swiss wine supplier Cave Amann has been instrumental in assembling an attractive and representative offer of Swiss wines (and grappa) designed to convince travellers of their quality – and their suitability as a destination merchandise purchase.
“The idea was to create a journey through Switzerland,” Cave Amann Director Marcel Affolter told The Moodie Report.
Zürich Airport Marketing Retail & Services Manager Maria Porsche said the campaign’s emphasis has been on education, emotion and excitement.
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Switzerland’s best-kept secret? These great displays from Cave Amann will ensure a wider audience for Swiss wines |
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Etter’s outstanding spirits range, including its world-famous Kirsch, can be nosed and tasted |
The related categories of sparkling wine and spirits are on display adjacent to the Swiss table wines. Here, Swiss spirits producers Etter and Dettling are showcasing the manufacturing processes behind their distilled fruit spirits. Etter, for example, prides itself in using only Swiss cherries for the manufacture of its world-famous Kirsch.
The second major display area designed by The Nuance Group is dedicated to Swiss vodka producer Xellent.
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The glacial purity of Xellent vodka is brought to life in this impressive visual display |
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The Xellent promotion highlights the quality of raw materials, including Picasso and Matador rye, that underpin the vodka |
Dubbed as “the very essence of Swissness”, Xellent is produced from Swiss bread-quality rye, distilled with water from the Titlis glacier in central Switzerland.
Madeleine Hügli, Business Coordinator for Xellent’s parent company Diwisa Distillerie, told The Moodie Report that the airport offered the ultra-premium brand very important visibility in its international expansion and that the latest campaign was a “great platform”.
At the Airside Center’s level 2, the process of chocolate making is displayed, with a maître chocolatier producing chocolate artefacts in front of customers. Swiss brands on display include Lindt, Toblerone and Nestlé.
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A traveller stops to read the fascinating background to Caviar House’s long-running success story |
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The Taste of Switzerland – in this case Lindt chocolates – is brought out into the concourse |
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No ‘Taste of Switzerland’, especially in an airport environment, would be complete without Toblerone |
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The Sprüngli boutique (above and below) is drawing big crowds to its exquisite displays of products and raw materials |
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Freshly dipped truffles are on offer from Sprüngli and there are no shortage of takers |
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Young and old alike are attracted by the flavours, theatre and tastes of the various promotions |
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Switzerland is synonymous with some of the world’s great cheeses and they form a core part of the campaign |
We’ll cover Taste of Switzerland, and the companies involved, in greater depth in the next issue of The Moodie Report Digital Print Edition.
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