New look for the Loki

 
Transport Ogilvy & Mather, Zurich, has launched a new image for Cisalpino. 
As part of a new strategic orientation, Cisalpino, a subsidiary of SBB and Trenitalia, has set a new course for cooperation with Ogilvy & Mather Zurich. The first smaller campaigns are now being launched in Switzerland and Italy. These also surprise with a new corporate design for Cisalpino. With the 2008/09 timetable change, the first Cisalpino trains will also be speeding through the Alps in the new CI developed by the creative minds at Bergstrasse, as CD Thomas Bolliger can reveal. In the context of the new corporate strategy, Ogilvy & Mather developed a completely new image for Cisalpino, from the logo redesign (old logo below, new one above) to the train lettering for the new high-speed trains and special campaigns for the Italian Tifosi as part of Euro 08. The design of the annual report, a company brochure and the website were further projects within the communication concept, which is intended to reposition and raise the profile of Cisalpino.
From Zurich to VeniceA particular challenge for the agency was the heterogeneity of the target group. On the one hand, it was important to appeal to business people as well as vacation travelers, and on the other hand, the new website should not only address Swiss customers, but also potential customers in northern Italy, explains Caroline Zuffrey, Head of Marketing and Communication at Cisalpino.
 
Switching to the stress- and congestion-free alternative to the nerve-wracking car journey through the Alps is the subject of a TV commercial that is currently being broadcast in Italy. It was produced by Plan B and director Chris Niemeyer.
The travel experience with Cisalpino is at the center of the further communication appearance. Time savings, comfort, services and the unique Alpine panorama are staged around the train window. With Cisalpino, the prospects of a relaxed train journey are given in many respects, the advertising visualizes. Freshly prepared pasta, served with a view of the Alpine scenery. On the train ride directly to the center of the Swiss venues for Euro 08, or with a view of the future, even faster and more frequent connections between Switzerland and Italy. The typical Pendolini train window provides the communicative framework for all this content. From posters to timetable brochures, from advertisements to menus.
Further projects will follow, including for the ClubCisalpino, which will also have a new look.
Andreas Panzeri