A letter from… Zurich
As part of our ‘A letter from…’ series, based on our teams’ experiences visiting markets, International Team member Gabriela showcases the incredible outdoor opportunities available to clients in Zurich. She reports:
Zurich is Switzerland’s largest city and a global financial hub. Its rich culture and stunning landscape, framed by alpine mountains, make it an attractive backdrop for OOH campaigns. The city's strategic location with an international airport and well-connected public transport provides an ideal environment for OOH advertising to reach broad and engaged audiences.
As a professional in the advertising industry, I have been closely following the growth and potential of the Swiss market.
Zurich has strict regulations in place to maintain the aesthetic appeal of the city. OOH advertising displays must adhere to these guidelines, ensuring that ads blend seamlessly with the urban environment.
Targeting the ever popular Bahnhofstrasse, the central shopping boulevard with international luxury brands and boutiques, is very limited as there is only one network and it comes with a hefty price tag.
Even though Zurich offers limited possibilities for advertisers, it is still a key market - the combination of modern urban settings and the natural beauty of the Swiss Alps offers a unique canvas and it is home to international banks and insurance companies, making it one of the most important financial centres in the world.
The city’s main OOH medium is small format screens; there are a handful of temporary large format banners but the competition to buy these is extremely high.
Zurich has several high-traffic areas and transportation hubs, it is famous for its highly efficient public transport network. Its inhabitants use public transport in large numbers, and c.70% of visitors use the tram or bus. Stations are brimming with high end advertising opportunities. Zurich Hauptbahnhof, the central railway station, also serves as an indoor mall making it the perfect place to target locals, shoppers, commuters and tourists. The digital and static opportunities stand out as they are of very high quality.
Switzerland is known for its watchmaking craftsmanship, and Zurich is home to renowned Swiss watch companies that utilise OOH to showcase their newest pieces, especially at the airport which often makes up the majority of a brand’s budget.
The format that stood out to me most was the wrapped trams. Zurich has an efficient and widely used public transportation system and OOH advertising opportunities are abundant in and around these vehicles, making it easy to reach commuters. Wrapped trams can be seen by a broad audience; pedestrians, vehicular and cyclists; and the trams expose messaging to a constantly changing audience in hard to reach areas. Wrapped tram advertising is an effective and eye-catching way to reach audiences while providing a high degree of creativity and customization.
Zurich offers a dynamic and diverse landscape for OOH advertising. Its strategic location, high-traffic areas, and a combination of urban and natural beauty make it an attractive destination for advertisers looking to connect with a broad and engaged audience. As a result, even though OOH is limited, advertising continues to evolve and thrive in Zurich.
Written by Gabriela Babiarczyk International Account Manager
