News from the Old Town

City Life: The Aargau-Based Agency Braintrain
designed a multi-phase campaign for an «Old Town Free of Through Traffic.» In early March, as part of the
As part of the overall «Aarau Traffic Improvement» project, the historic downtown area of Aarau will be
Through traffic is closed. This was announced by the authority, which is also located near this
Braintrain, an agency based in the Old Town, in a comprehensive campaign
are allowed to communicate. For Christine A. Jossen, head of communications at the
City of Aarau—wasn't it just a matter of communicating the new
Situation. Rather, even after the closure, the public should
to showcase the charming old town of Aarau time and again.
Message: «The new traffic-free space will be put to good use.» To the
Marcel Suter is working on this project as
Old Town Coordinator, in collaboration with local businesses, is developing attractive, over
organizes and coordinates events throughout the year.

The briefing to the advertising agency was therefore «highly interesting,» as CD
Gianni Schneiter of Braintrain says. The task was to create a
Key visuals designed for various uses before and after the
Closure of the Old Town «as a unifying element with high
»recognizability" can be used.

To prepare the public for the closure, Braintrain has
«Starting March 4» campaign as an F12 poster and as a bus ad around the city and
Used in the metropolitan area. The poster design was also printed on tarps
printed and posted at all entrances to the Old Town. The key visual
was spontaneously described by the regional AZ and other newspapers as
Included a logo for editorial coverage of this topic.

Since the closure to through traffic, additional
«Lädele» and «Apéro» poster designs using the same visual
a look at the benefits of the new situation. The industry is distributing
Throughout the spring and summer, 50,000 shopping bags featuring the
«Lädele» theme. Even on their placemats, the Old Town restaurant owners highlight the
many new events in their attractive neighborhood. Two
Radio spots on the local station Aargovia address the topic of
Comments from passersby on the new quality of life in a traffic-free environment. With the
The «Outing» theme also features in the multimedia campaign, as do cinema slides
people from the city and its surrounding areas to the «new» Old Town.

Additional activities are planned, particularly to promote the
numerous events that will now be held in Aarau's Old Town
such as the 1st Aarau City Run, a mountain bike short race,
Theater Days, the Swiss Police Band Festival, the Swiss Gym Show
or a Swiss Walking Night.

Thanks to the campaign right on its doorstep, Braintrain can position itself as
Present the full-service agency as it was rebranded two years ago
has positioned itself. Previously, Braintrain developed creative concepts for
other advertising agencies, before the agency made a name for itself
was able to do.

Andreas Panzeri