{"id":323332,"date":"2024-09-27T14:13:58","date_gmt":"2024-09-27T13:13:58","guid":{"rendered":"https:\/\/zakrasnejsivimperk.cz\/?p=323332"},"modified":"2024-09-27T14:14:29","modified_gmt":"2024-09-27T13:14:29","slug":"inzerce-zdarma-cedok-predstavil-slogan-porad-je-co-objevovat-a-spousti-novou-kampan-o-emocich-z-prvnich-cestovatelskych-zazitku","status":"publish","type":"post","link":"https:\/\/zakrasnejsivimperk.cz\/?p=323332","title":{"rendered":"INZERCE ZDARMA: \u010cedok p\u0159edstavil slogan \u201ePo\u0159\u00e1d je co objevovat\u201c a spou\u0161t\u00ed novou kampa\u0148 o emoc\u00edch"},"content":{"rendered":"

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Nejstar\u0161\u00ed tuzemsk\u00e1 cestovn\u00ed kancel\u00e1\u0159 p\u0159ich\u00e1z\u00ed p\u0159ed zimn\u00ed sezonou s novou vizu\u00e1ln\u00ed identitou a sloganem \u201ePo\u0159\u00e1d je co objevovat\u201c, kter\u00fd bude komunikaci \u010cedoku dlouhodob\u011b propojovat a propagovat cestovatelsk\u00e9 z\u00e1\u017eitky i zaj\u00edmav\u00e1 m\u00edsta, jak ty nov\u00e9, tak i ty nejobl\u00edben\u011bj\u0161\u00ed v jin\u00e9m sv\u011btle. Spolu s brand strategi\u00ed vznikla i nov\u00e1 kampa\u0148, kter\u00e1 podpo\u0159\u00ed pov\u011bdom\u00ed o zna\u010dce i prodej z\u00e1jezd\u016f s konceptem \u201ePRVN\u00cd\u201c navazuj\u00edc\u00edm na emoce z dovolen\u00e9. Hlavn\u00ed roli v n\u00ed hraj\u00ed prvn\u00ed z\u00e1\u017eitky spojen\u00e9 zejm\u00e9na s cestov\u00e1n\u00edm, ale i s jin\u00fdmi d\u016fle\u017eit\u00fdmi \u017eivotn\u00edmi miln\u00edky.<\/h6>\n

\"\"Upout\u00e1vku na novou kampa\u0148 spustil \u010cedok u\u017e s koncem pr\u00e1zdnin, kdy se na ploch\u00e1ch po cel\u00e9 republice za\u010dala zobrazovat s\u00e9rie netradi\u010dn\u00edch a z\u00e1m\u011brn\u011b neozna\u010den\u00fdch vizu\u00e1l\u016f s \u0159e\u010dnickou ot\u00e1zkou \u201ePRVN\u00cd l\u00e1ska, PRVN\u00cd mo\u0159e, PRVN\u00cd ____\u201c. Nyn\u00ed kampa\u0148 vstupuje do druh\u00e9 f\u00e1ze, ve kter\u00e9 cestovn\u00ed kancel\u00e1\u0159 p\u0159edstavuje poprv\u00e9 nov\u00fd komunika\u010dn\u00ed sm\u011br zalo\u017een\u00fd na objevov\u00e1n\u00ed. Vizu\u00e1ly m\u00ed\u0159\u00ed na venkovn\u00ed plochy, objev\u00ed se tak\u00e9 online a v rozhlasov\u00e9m i televizn\u00edm vys\u00edl\u00e1n\u00ed, a to jak v \u010cesku, tak tak\u00e9 na Slovensku.<\/p>\n

\u201ePro klienty nechceme b\u00fdt pouze m\u00edstem, kde si zakoup\u00ed z\u00e1jezd a n\u00e1sledn\u011b si dovolenou u\u017eij\u00ed, ale partnerem a zdrojem inspirace k objevov\u00e1n\u00ed nov\u00fdch destinac\u00ed i p\u0159ekvapiv\u00fdch v\u011bc\u00ed na m\u00edstech, kter\u00e1 u\u017e zd\u00e1nliv\u011b d\u016fv\u011brn\u011b znaj\u00ed. I p\u0159es tradici a d\u016fle\u017eitou historii zna\u010dky nes\u00e1z\u00edme na obvyklou komunikaci, kter\u00e1 je pro cestovn\u00ed ruch typick\u00e1, ale chceme j\u00edt vlastn\u00edm a inovativn\u00edm sm\u011brem. Na t\u00e9to ideji vznikl grafick\u00fd prvek obrys\u016f map na vizu\u00e1lech i samotn\u00fd slogan \u201aPo\u0159\u00e1d je co objevovat\u2018, s nimi\u017e chceme budovat silnou rozpoznatelnost zna\u010dky \u010cedoku a dlouhodob\u011b ji rozv\u00edjet,\u201c<\/em> uvedla \u0159editelka prodeje a marketingu \u010cedoku Edita Rendlov\u00e1.<\/p>\n

Teaser na novou kampa\u0148 spustil \u010cedok ji\u017e s koncem letn\u00edch pr\u00e1zdnin prost\u0159ednictv\u00edm vizu\u00e1l\u016f s textem \u201ePRVN\u00cd l\u00e1ska, PRVN\u00cd mo\u0159e, PRVN\u00cd ____\u201c na r\u016fzn\u00fdch OOH ploch\u00e1ch po cel\u00e9 \u010cesk\u00e9 republice. Hlavn\u00edm \u00fakolem bylo navodit zv\u00eddavost a pozitivn\u00ed emoci. Do z\u00e1m\u011brn\u011b vynechan\u00e9 mezery si mohli kolemjdouc\u00ed sami po p\u0159e\u010dten\u00ed doplnit individu\u00e1ln\u00ed odpov\u011b\u010f a vzpomenout si na sv\u00e9 prvn\u00ed, nezapomenuteln\u00e9 z\u00e1\u017eitky. Vizu\u00e1ly bez loga \u010cedoku p\u0159esto spojitost s nejstar\u0161\u00ed cestovkou nazna\u010dovaly nov\u00fdm sloganem \u201ePo\u0159\u00e1d je co objevovat\u201c, pou\u017eit\u00fdmi barvami, typy p\u00edsma i stylizac\u00ed obrysu map do grafiky, tedy minimalistick\u00fdmi, p\u0159esto rozeznateln\u00fdmi prvky nov\u00e9ho komunika\u010dn\u00edho sm\u011bru.<\/p>\n

\u201eKampa\u0148 \u201aPRVN\u00cd\u2018 p\u0159edstavuje zcela nov\u00fd komunika\u010dn\u00ed koncept, kter\u00fd n\u00e1m umo\u017en\u00ed vytvo\u0159it si s klienty siln\u011bj\u0161\u00ed emocion\u00e1ln\u00ed vazbu. Na\u0161\u00edm c\u00edlem je v nich vyvolat pozitivn\u00ed emoce a propojit je s prvn\u00edmi z\u00e1\u017eitky na dovolen\u00e9, a\u0165 u\u017e to bude prvn\u00ed l\u00e1ska, prvn\u00ed probuzen\u00ed na mo\u0159i nebo jin\u00e1 nezapomenuteln\u00e1 chv\u00edle,\u201c<\/em> doplnila Jana Juskov\u00e1, marketingov\u00e1 mana\u017eerka \u010cedoku.<\/p>\n

Vizu\u00e1ly se objevily tak\u00e9 v pra\u017esk\u00e9m metru na CLV nosi\u010d\u00edch a na billboardech. Od poloviny z\u00e1\u0159\u00ed pak \u010cedok spou\u0161t\u00ed hlavn\u00ed \u010d\u00e1st kampan\u011b, je\u017e vznikla ve spolupr\u00e1ci s komunika\u010dn\u00ed agenturou OAK Prague Terezy Sv\u011br\u00e1kov\u00e9 a Tom\u00e1\u0161e Dvo\u0159\u00e1ka, na propagaci z\u00e1\u017eitk\u016f spojen\u00fdch se zimn\u00ed dovolenou, a\u0165 u\u017e v exotice nebo na hor\u00e1ch. Hlavn\u00ed vizu\u00e1ly jsou propojen\u00e9 s televizn\u00ed reklamou, kter\u00e1 m\u00ed\u0159\u00ed na obrazovky nejsledovan\u011bj\u0161\u00edch komer\u010dn\u00edch stanic skupiny Nova a Prima, na \u010cesk\u00e9 televizi se pak objev\u00ed ve form\u011b sponzorsk\u00e9ho vzkazu p\u0159ed po\u0159adem Objektiv. Mezi dal\u0161\u00edmi komunika\u010dn\u00edmi kan\u00e1ly nebudou op\u011bt chyb\u011bt celorepublikov\u00e9 billboardy, plochy v MHD, rozhlasov\u00e9 spoty, online bannery i soci\u00e1ln\u00ed s\u00edt\u011b. Sou\u010d\u00e1st\u00ed kampan\u011b budou tradi\u010dn\u011b tak\u00e9 YouTube videa, kter\u00fdmi \u010cedok chce oslovit p\u0159edev\u0161\u00edm mlad\u0161\u00ed c\u00edlovou skupinu. Obdobn\u00fd rozsah bude m\u00edt kampa\u0148 i na Slovensku, a to v\u010detn\u011b reklamn\u00edch spot\u016f v r\u00e1mci skupiny JOJ Group.<\/p>\n

Spolu se zah\u00e1jen\u00edm kampan\u011b jde i o ostr\u00fd start nov\u00e9 vizu\u00e1ln\u00ed identity firmy, na kter\u00e9 pracoval intern\u00ed marketingov\u00fd t\u00fdm a agentura Unity design. Na celkov\u00e9 strategii zna\u010dky se pod\u00edlel tak\u00e9 zn\u00e1m\u00fd strat\u00e9g Slavo Maru\u0161inec, kter\u00fd byl v minulosti u nastaven\u00ed hodnot a hlavn\u00edho sm\u011bru komunikace nap\u0159\u00edklad i pro Kofolu nebo Ton.<\/p>\n

\u010cedok coby nejstar\u0161\u00ed cestovn\u00ed kancel\u00e1\u0159 u n\u00e1s rozv\u00edj\u00ed u\u017e p\u0159es 104 let nejen slu\u017eby cestovn\u00edho ruchu, ale z\u00e1rove\u0148 i svou vizu\u00e1ln\u00ed str\u00e1nku. Po celou dobu sv\u00e9ho fungov\u00e1n\u00ed p\u0159ich\u00e1z\u00ed s r\u016fzn\u00fdmi marketingov\u00fdmi trendy a kan\u00e1ly, kter\u00e9 se v pr\u016fb\u011bhu stolet\u00ed m\u011bnily a navazovaly na aktu\u00e1ln\u00ed dobu i na hlavn\u00ed destinace, do nich\u017e se cestovalo. Po\u010d\u00e1tky zna\u010dky spole\u010dnosti tehdej\u0161\u00ed \u010ceskoslovensk\u00e9 dopravn\u00ed kancel\u00e1\u0159e neboli \u010cedoku, se datuj\u00ed u\u017e \u010dty\u0159i roky po jej\u00edm zalo\u017een\u00ed, tedy do roku 1924. V tomto roce firma tak\u00e9 poprv\u00e9 pou\u017eila grafick\u00fd n\u00e1zev zna\u010dky na titulce z\u00e1jezdov\u00e9ho katalogu. Systematicky pak \u010cedok za\u010dal pou\u017e\u00edvat sv\u00e9 logo od 30. let minul\u00e9ho stolet\u00ed. Patrn\u011b nejzn\u00e1m\u011bj\u0161\u00edm pozn\u00e1vac\u00edm znamen\u00edm byl dlouh\u00e1 desetilet\u00ed symbol pt\u00e1ka, d\u00e1lkov\u00e9ho cestovatele, v heraldick\u00e9m \u0161t\u00edtu, kter\u00fd m\u011bl zn\u00e1zor\u0148ovat dalek\u00e9 cesty \u010desk\u00fdch ryt\u00ed\u0159\u016f. Ikonick\u00fd symbol u\u017e\u00edvala firma v r\u016fzn\u00fdch obm\u011bn\u00e1ch od roku 1946 a\u017e do ned\u00e1vna, kdy p\u0159e\u0161la na u\u017e\u00edv\u00e1n\u00ed \u010dist\u00e9ho loga v podob\u011b n\u00e1pisu \u010cedok.<\/p>\n

Samotn\u00e9 logo z\u016fst\u00e1v\u00e1 i v roce 2024 nem\u011bnn\u00e9, pou\u017e\u00edv\u00e1 se ale v jednoduch\u00e9 form\u011b a ve form\u00e1tech, kter\u00e9 jsou p\u0159izp\u016fsoben\u00e9 21. stolet\u00ed a modern\u00edm komunika\u010dn\u00edm kan\u00e1l\u016fm. Nov\u00e1 brand identita, je\u017e vznikla poprv\u00e9 v novodob\u00e9 historii, nyn\u00ed jasn\u011b definuje hodnoty a slogan zna\u010dky, ale tak\u00e9 grafick\u00e9 prvky, jako jsou pou\u017e\u00edvan\u00e9 barvy, typy p\u00edsma \u010di ikony, tonalita fotografi\u00ed, ale tak\u00e9 jasn\u011b rozpoznateln\u00e9 prvky typu map jednotliv\u00fdch zem\u00ed, kam po\u0159\u00e1d\u00e1 \u010cedok z\u00e1jezdy, nebo symbolu palubn\u00ed vstupenky jako zaj\u00edmav\u00e9ho prvku ve vizu\u00e1lech.<\/p>\n

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Text a foto: (tz-\u010dedok)<\/strong><\/p>\n

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