Excursionists on the train
The Biel-based agency Erdmannpeisker has launched a campaign for BLS, Switzerland's largest private railroad company, to market excursion destinations in the Lötschberg region and neighboring areas.
In addition to rail-based freight transport, BLS is responsible for regional passenger transport and shipping on Lakes Thun and Brienz in the Bernese Oberland. The best-known section of the BLS network is the Lötschberg axis with the Lötschberg Base Tunnel. But there is also the almost century-old mountain route with its 14.6-kilometer tunnel between Kandersteg and Goppenstein. The BLS "Lötschberger" regional express has been running there since December 2007. In order to draw attention to the attractions and exciting leisure activities along the Bern-Spiez-Kandersteg-Brig and Bern-Spiez-Zweisimmen connections, BLS has developed a cross-destination and cross-cantonal excursion concept, which is now being presented in a campaign. "The construction of the Lötschberg Base Tunnel was the trigger for our Lötschberger excursion concept," says Martin Gäggeler, Lötschberger Project Manager at BLS in Bern. "Since transit traffic between Bern and Valais has mainly been moving through the base tunnel, excursion traffic has become more important on the Lötschberg mountain route."
In-depth guide
The key visual of the campaign designed by Erdmannpeisker is the "hidden object" picture à la "Where is Walter?" drawn by Felix Reidenbach in Tintin style, combined with the claim "Simply great excursions". It will appear from May 8 as an advertisement in various Swiss media and as a poster. The campaign also includes a panoramic map, a travel guide and the website www.loetschberger.ch, which is already live. The panoramic map was drawn by cartographer and illustrator Arne Rohweder. It gives day-trippers a quick overview of the region and provides information on the most important excursion destinations. The map was printed in a print run of 140,000 copies and is being distributed as a promotional item. The 134-page travel guide is intended as an in-depth guide for a smaller target group. It was printed in a run of 30,000 copies. "Where others produce a brochure, we offer a paperback," explains Gäggeler. "It's a classy, high-quality travel companion that offers real added value with lots of exciting information and insider tips." The free guide offers impressive pictures, exciting texts and the most important information in a nutshell. Anyone interested in the region can either browse through it with pleasure or quickly compile the aspects that are relevant to them. Further campaigns will follow from mid-May, for example POS activities and a trade fair appearance. From June, the campaign will also be supplemented by banners on the Internet.
Internet presence at the heart of the company
Advertisements, posters, panoramic maps and travel guides draw attention to the excursion region independently, but also promote the website www.loetschberger.ch, which was developed by Orange8 interactive. The website is the heart of the new marketing platform and also the centerpiece of the campaign. It is backed by BLS as coordinator, Coop as strategic partner and 40 tourism partners. "Anyone who wants to go 'lötschbergling' will find all the information they need on our website, from the weather, webcams and timetables to events to the left and right of the route, across all regions," says project manager Gäggeler. "The website is an informative and simple planning tool for day trips in the Lötschberger region between Bern-Brig and Zweisimmen. Visitors no longer have to laboriously search for information."
For example, the website provides suggestions on what to do on a sunny public holiday or a rainy weekend, what could be on the program when accompanied by a grandparent, with a visitor from abroad or with a small child in a baby carriage. BLS already provides its customers with excursion tips on its company website and advertises its own selected partners along its routes. However, in order to do justice to the wide range of offers in the Lötschberg region, it wanted to provide leisure recommendations that do not stop at city or cantonal borders - a first in the Swiss tourism landscape. "The website has a completely different quality to our excursion tips on the BLS website," emphasizes Gäggeler. "Our tourism partners are now more responsible themselves and support the Lötschberger excursion concept both ideally and financially."
Anne-Friederike Wilhelm
In-depth guide
The key visual of the campaign designed by Erdmannpeisker is the "hidden object" picture à la "Where is Walter?" drawn by Felix Reidenbach in Tintin style, combined with the claim "Simply great excursions". It will appear from May 8 as an advertisement in various Swiss media and as a poster. The campaign also includes a panoramic map, a travel guide and the website www.loetschberger.ch, which is already live. The panoramic map was drawn by cartographer and illustrator Arne Rohweder. It gives day-trippers a quick overview of the region and provides information on the most important excursion destinations. The map was printed in a print run of 140,000 copies and is being distributed as a promotional item. The 134-page travel guide is intended as an in-depth guide for a smaller target group. It was printed in a run of 30,000 copies. "Where others produce a brochure, we offer a paperback," explains Gäggeler. "It's a classy, high-quality travel companion that offers real added value with lots of exciting information and insider tips." The free guide offers impressive pictures, exciting texts and the most important information in a nutshell. Anyone interested in the region can either browse through it with pleasure or quickly compile the aspects that are relevant to them. Further campaigns will follow from mid-May, for example POS activities and a trade fair appearance. From June, the campaign will also be supplemented by banners on the Internet.
Internet presence at the heart of the company
Advertisements, posters, panoramic maps and travel guides draw attention to the excursion region independently, but also promote the website www.loetschberger.ch, which was developed by Orange8 interactive. The website is the heart of the new marketing platform and also the centerpiece of the campaign. It is backed by BLS as coordinator, Coop as strategic partner and 40 tourism partners. "Anyone who wants to go 'lötschbergling' will find all the information they need on our website, from the weather, webcams and timetables to events to the left and right of the route, across all regions," says project manager Gäggeler. "The website is an informative and simple planning tool for day trips in the Lötschberger region between Bern-Brig and Zweisimmen. Visitors no longer have to laboriously search for information."
For example, the website provides suggestions on what to do on a sunny public holiday or a rainy weekend, what could be on the program when accompanied by a grandparent, with a visitor from abroad or with a small child in a baby carriage. BLS already provides its customers with excursion tips on its company website and advertises its own selected partners along its routes. However, in order to do justice to the wide range of offers in the Lötschberg region, it wanted to provide leisure recommendations that do not stop at city or cantonal borders - a first in the Swiss tourism landscape. "The website has a completely different quality to our excursion tips on the BLS website," emphasizes Gäggeler. "Our tourism partners are now more responsible themselves and support the Lötschberger excursion concept both ideally and financially."
Anne-Friederike Wilhelm
The travel guide summarizes all the tips for day-trippers in pictures and text in a pocket book.
