Rod sets the scene for Gotthard Base Tunnel
The countdown to the opening celebrations for the new Gotthard Base Tunnel begins on Monday. Rod Kommunikation is showcasing the world's longest railroad tunnel with a campaign.
On Monday, Federal Councillor Doris Leuthard, together with SBB CEO Andreas Meyer and Renzo Simoni, CEO of Alptransit, as well as representatives of the cantons of Uri and Ticino, presented the start of the countdown to the opening celebrations for the new Gotthard Base Tunnel. At 57 kilometers, the world's longest railroad tunnel will be celebrated with a large public event at the beginning of June 2016 and will be put into operation by SBB as scheduled from December 2016.
In order to effectively celebrate the anticipation of this milestone in Swiss transport policy, the countdown year will also be accompanied by various forms of communication. The centerpiece is the "Through and across Switzerland" campaign, which was designed and implemented by the Zurich-based Rod agency on behalf of the Federal Office of Transport, SBB and Alptransit AG. In the first phase of the campaign, the focus is on the extraordinary structure, which can only be opened after 17 years of construction thanks to a forward-looking pioneering spirit and unwavering energy.
"Through and through Switzerland" is the motto of the campaign, which focuses on attributes that have made it possible to overcome this enormous challenge and are commonly attributed as typical characteristics of Switzerland. The tone of the campaign is also Swiss - "Switzerland is going its own way. And connects the whole of Europe" is one headline, not without a wink. Another subject shows former Federal Councillors Moritz Leuenberger and Adolf Ogi in a hearty embrace after the breakthrough. "In Switzerland, people are politely distant. Unless you meet in the middle of a mountain," reads the headline.
Responsible at SBB: Kathrin Amacker (Head of Communication and Public Affairs SBB); Reto Meissner (Head of Marketing Communication SBB); Stefanie Widmer (Communication Manager SBB); Franziska Pasqua, Media Strategy SBB; Monika Rohrer (Project Manager Alptransit). Responsible agency: Rod Communication. Production film: Shining Pictures; Director: Humbi Entress.
