Erdmannpeisker shows real Bernese explorers for BLS
BLS has already twice successfully created and marketed a marketing platform for excursion regions with "Lötschberegerland" and "Heimatland". Now it wants to use the same principle to promote the Murten, Neuchâtel and Bernese Jura region.
In the first step, a name had to be found for the heterogeneous area that follows the same ductus as the other platforms: What connects the wild Jura with the picturesque Murten and the almost sophisticated Neuchâtel for city dwellers and makes it attractive is the French touch. In addition, this region is largely unknown to urban Bernese, who plan their excursions to the Bernese Oberland with great regularity. With the name "Bijouland", a generally understandable, French-influenced new territory was created, which promises the Bernese wonderful excursions.
In the implementation, Erdmannpeisker has the Bernese discover this new territory as real bears and thus creates a likeable eye-catcher that should encourage adults to look and children to come along. The campaign will be primarily out-of-home billboarded and adopted in all BLS print media, where the bear will also provide tips and accompany readers through the brochure. In addition, the bear makes an appearance on social media and repeatedly invites people to hike in Bijouland with his tips and suggestions.
Responsible at BLS: Martin Gäggeler (Head of Product Management and Marketing Communications), Julia Gamma (Head of Marketing Communications), Claudia Brun (Head of Product Management Leisure), Aline Jossi (Communications Manager), Luc Boll (Product Manager Leisure). Responsible at Erdmannpeisker: Gabriel Peisker (CD), Sybille Erdmann (consulting manager), Patrick Fawer (AD), Felix Schregenberger (image editing), Torsten Maas (text).
