Quickly in front of the customer
Wigra Media now markets the interior advertising of SBB intercity trains
Wigra Media is now marketing the interior advertising of SBB intercity trainsBy Andreas Panzeri In future, advertising customers will be able to select the city-to-city route network specifically with so-called SBB Rail Posters and thus achieve more than three million contacts in seven days. Wigra Media AG is now responsible for marketing the SBB Rail Posters.
Wigra Media AG in Zurich has been the exclusive provider of advertising space in the leisure and mobility sectors for 27 years. Due to the increasing mobility behaviour of the Swiss population, Wigra Media has specialized in advertising opportunities at locations with high frequency (POT - Point of Traffic), for example at mountain railroads and other excursion destinations. The company has now expanded its product range to include a further POT offering. Wigra Media has been awarded the exclusive marketing rights for interior advertising on SBB intercity trains (IC).
The posters, measuring 56 centimetres x 42 centimetres, have been mounted in exclusive, vandal-proof aluminum frames in all SBB IC coaches since August. In total, more than 2000 rail poster advertising options are available in the 1st and 2nd class of IC trains.
The annual frequency of these IC trains is "enormous", as Wigra says promisingly. "With a weekly display and a maximum occupancy of 750 rail posters, the advertiser reaches more than one million passengers," calculates Managing Director Hansruedi Häusermann. Another advantage is the long-term contact, as journeys on the IC usually last more than an hour. Because every passenger has to see the poster at least three times when boarding, during the journey and when alighting, according to conservative estimates, Wigra can assume a total of more than three million contacts per week.
These estimates are based on SBB's passenger counts. With a total of 300 million passengers per year, they have counted at least 55 million in IC coaches. With 800 coaches, over the course of a week this results in
proven 1375 guests per IC coach.
The placement costs are calculated at CHF 13,300 for 250 posters per week or CHF 3,900 for the 750 posters in the above example, which corresponds to a 1000 kW of CHF 13. Various discounts are available for longer placements. As the trains run across language borders, 80 percent German and 20 percent French posters are recommended on the trains from St. Gallen to Geneva, for example.
Hansruedi Häusermann also sees the fact that the advertising customer has "for the first time the opportunity to place its campaign specifically in the leisure and mobility environment", i.e. separately from regional transport, as a plus.
The target groups addressed are defined as mobile, active and consumer-friendly. As the poster is displayed weekly from Monday to Sunday evening, advertising for weekend events or weekly promotions is also given an ideal platform.
As a provider of advertising space in the leisure and mobility sectors, Wigra Media AG also holds the exclusive marketing rights for advertising on Swiss mountain railroads. The 130 mountain railroads managed exclusively by Wigra carry 61 million passengers per year. According to a Konso study commissioned by Wigra Media, these posters in the mountain railway cabins primarily address the otherwise hard-to-reach young target groups.
According to the study, the average attention paid to advertising on the steep mountainside is 58%. 67 percent of people who feel addressed by cabin advertising are younger than 25. "When the Swiss cities are empty in winter, advertisers find their target group in the mountains," says Hansruedi Häusermann.
"Mr. and Mrs. Swiss have never been as mobile as they are today," Wigra is convinced. The growing trend towards mobility is reason enough for the media agency to offer POT advertising opportunities in as many high-traffic locations as possible. These include SBB train stations, for example, which have now grown into important economic centers in Switzerland thanks to commuter traffic. The six largest railroad stations in Switzerland alone generate over one billion Swiss francs in sales every year, and Zurich's main railway station is already the fourth highest-selling shopping center in Switzerland with annual sales of 349 million Swiss francs.
With this in mind, Wigra Media also offers advertising on SBB printed matter such as subscription covers or timetables with a circulation of over 30 million.
Wigra Media AG in Zurich has been the exclusive provider of advertising space in the leisure and mobility sectors for 27 years. Due to the increasing mobility behaviour of the Swiss population, Wigra Media has specialized in advertising opportunities at locations with high frequency (POT - Point of Traffic), for example at mountain railroads and other excursion destinations. The company has now expanded its product range to include a further POT offering. Wigra Media has been awarded the exclusive marketing rights for interior advertising on SBB intercity trains (IC).
The posters, measuring 56 centimetres x 42 centimetres, have been mounted in exclusive, vandal-proof aluminum frames in all SBB IC coaches since August. In total, more than 2000 rail poster advertising options are available in the 1st and 2nd class of IC trains.
The annual frequency of these IC trains is "enormous", as Wigra says promisingly. "With a weekly display and a maximum occupancy of 750 rail posters, the advertiser reaches more than one million passengers," calculates Managing Director Hansruedi Häusermann. Another advantage is the long-term contact, as journeys on the IC usually last more than an hour. Because every passenger has to see the poster at least three times when boarding, during the journey and when alighting, according to conservative estimates, Wigra can assume a total of more than three million contacts per week.
These estimates are based on SBB's passenger counts. With a total of 300 million passengers per year, they have counted at least 55 million in IC coaches. With 800 coaches, over the course of a week this results in
proven 1375 guests per IC coach.
The placement costs are calculated at CHF 13,300 for 250 posters per week or CHF 3,900 for the 750 posters in the above example, which corresponds to a 1000 kW of CHF 13. Various discounts are available for longer placements. As the trains run across language borders, 80 percent German and 20 percent French posters are recommended on the trains from St. Gallen to Geneva, for example.
Hansruedi Häusermann also sees the fact that the advertising customer has "for the first time the opportunity to place its campaign specifically in the leisure and mobility environment", i.e. separately from regional transport, as a plus.
The target groups addressed are defined as mobile, active and consumer-friendly. As the poster is displayed weekly from Monday to Sunday evening, advertising for weekend events or weekly promotions is also given an ideal platform.
As a provider of advertising space in the leisure and mobility sectors, Wigra Media AG also holds the exclusive marketing rights for advertising on Swiss mountain railroads. The 130 mountain railroads managed exclusively by Wigra carry 61 million passengers per year. According to a Konso study commissioned by Wigra Media, these posters in the mountain railway cabins primarily address the otherwise hard-to-reach young target groups.
According to the study, the average attention paid to advertising on the steep mountainside is 58%. 67 percent of people who feel addressed by cabin advertising are younger than 25. "When the Swiss cities are empty in winter, advertisers find their target group in the mountains," says Hansruedi Häusermann.
"Mr. and Mrs. Swiss have never been as mobile as they are today," Wigra is convinced. The growing trend towards mobility is reason enough for the media agency to offer POT advertising opportunities in as many high-traffic locations as possible. These include SBB train stations, for example, which have now grown into important economic centers in Switzerland thanks to commuter traffic. The six largest railroad stations in Switzerland alone generate over one billion Swiss francs in sales every year, and Zurich's main railway station is already the fourth highest-selling shopping center in Switzerland with annual sales of 349 million Swiss francs.
With this in mind, Wigra Media also offers advertising on SBB printed matter such as subscription covers or timetables with a circulation of over 30 million.
