Traction into the adventure

A new SBB leisure campaign has been on air since the beginning of January. For the first time in a long time, the railroad is using TV as the lead medium. The budget is now being managed by Contexta. At the center of their ideas are the three "leisure testers" Sergio, Benôit and Beat. The trio, one each from Ticino, French-speaking Switzerland and German-speaking Switzerland, goes on a trip together once a month to test SBB's day trips. They travel to the most beautiful regions of Switzerland, experience exciting adventures together and then report on their experiences. Contexta uses witty short commercials to draw attention to the current RailAway combination offers. These are available in the respective month with up to 50 percent discount. A new spot is shown every month. In addition, various print media refer to the comprehensive leisure platform Sbb.ch.

The head of marketing communications passenger transport about the new approach
What are the considerations for SBB to rely on TV as the lead medium with this campaign "for the first time in a long time"?
Reto Meissner: SBB decided to take this step in order to get even closer to the target group via an emotional path. We want to be present with our customers at the time when the weekend is planned. And we want to be there where the decision is made - at home.
How important is leisure traffic for SBB?
Leisure traffic is very important for public transport. Here, we still have potential to grow further without further burdening peak traffic times. We are convinced that we can generate further growth here.
Isn't it dangerous that this new campaign features only men as identification figures, or are women not a target audience for these offers?
It is a wrong conclusion that when we choose men as protagonists, we focus on men as a target group. Quite the opposite. Like many decisions, the majority of leisure time decisions are made by women. With the three men, we can reach the target group in a surprising, sympathetic and humorous way for SBB. We don't see this as a danger, but on the contrary as a great opportunity.
As Head of Marketing Communications Passenger Transport, what do you particularly like about this campaign?
The open and well thought-out conception, which allows us many adaptation possibilities for further surprising stories and a stringent, cross-media appearance. In addition, a surprising and humorous appearance that helps put SBB and public transport in a new light. pan

Responsible at SBB:
Reto Meissner