Extratour 2019

Designers: Jens Lattke, Lattke und Lattke GmbH., Reichenberg, Bavaria, Germany
Client: Škoda Auto Deutschland GmbH., Weiterstadt, Germany

Strategic Objective
Extratour is ŠKODA Germany’s client newspaper. Its strategic objective is, to retain customers, to reassure their purchase decision, to inspire potential clients and to communicate ŠKODA’s brand values. The brand stands for spacious cars with excellent value for money, good design and “Simply Clever” solutions. The client newspaper concept echoes these attributes.

Content Concept
Extratour offers a wide variety of entertaining stories about the brand’s world: vehicles, travel articles with reference to ŠKODA’s home – the Czech Republic, the brand’s history, brand ambassadors, design topics and a kid’s page – always following the brand’s leitmotif „Simply Clever“.

Visual concept
The newspaper’s design meets the company’s overall brand appearance which corresponds to its designoriented yet cost-conscious target group. The newspaper format takes up this down-to-earth character and creates a clear differentiation towards competitors which predominantly publish magazines. The layout picks up typical brand elements: straightforward and likeable design and plenty of space. It also picks up the typical crystalline design elements. This gives the newspaper its generous, down-to-earth but modern character.