The journey is also part of the destination
Erdmannpeisker has created a new brand identity for BLS and is working on a wide-ranging campaign.
As a result of the merger of BLS Lötschbergbahn AG and Regionalverkehr Mittelland AG, the CD of the new BLS was revised in collaboration with Erdmannpeisker. Only the corporate colors remained the same. A design grid was developed that is as concise and open as possible and ensures clear recognition in all media.
The bar in the market is high. SBB has a strong presence in the market due to its high penetration alone. In order to stand up to this, a strong and concise visual world had to be developed in addition to the design. This should show BLS's offerings "in an independent and fascinating way", as required in the briefing for Erdmannpeisker.
Both the positioning of the umbrella brand and the principles of corporate design are used in BLS's brand communication. "This is why the course has also been set for advertising," explains Mark Bachmann, Head of Advertising Passenger Transport at BLS. Together with Erdmannpeisker, BLS is developing campaigns "with a clear focus and strong desirability". In the SBB market, only the desirable excursion destination is usually communicated. In contrast, BLS also wants to link its campaigns closely with the topic of "rail travel".
Whereas in the winter campaign, the campaign mechanics with symbolized tracks make it clear that customers can reach their excursion destination by the most direct route with BLS, the new summer campaign subtly communicates the advantages of a train journey for a successful excursion in the stylized train information. The options for en route are placed in front of the excursion destination like intermediate stops.
In line with its new positioning, BLS wants to be perceived as a highly professional railroad company with great customer proximity. Communication should also play a decisive role in achieving this goal.
With its extensive route network between Biel and Brig as well as Romont and Lucerne, the new BLS can offer an optimally developed infrastructure. During peak times, countless commuters are transported quickly, comfortably and reliably to their places of work in the morning and evening. But what happens to this expensive infrastructure between the start and end of the working day? This is where BLS wants to raise its profile as an attractive railroad for tourism in the future.
If you want to travel to Valais by the fastest route today, you can choose the route with the NRLA base tunnel. This is operated by SBB. Those who prefer to "make the journey the destination" choose the mountain route. The BLS Lötschberg line, built in 1912, offers a number of attractive excursion destinations. "Train travel and showcasing beautiful places" is therefore the concept behind the summer campaign, as CD Gabriel Peisker explains. Tourists - families, retired people, foreigners - want to fill their time and see as much as possible. Peisker has staged the imagery in an appropriately mystifying way. The scenes are intended to invite you to dream, like films in the style of "The Lord of the Rings". In winter, getting there is more important. Anyone traveling in ski boots and thick sweaters wants to get to their destination as quickly as possible. That's why the agency visualizes this offer with symbolized tracks that lead directly to the slopes.
Andreas Panzeri
In addition to SBB, the two private railroads Südostbahn SOB in central and eastern Switzerland and BLS in the extended Bern region will ensure competitive market behavior in Switzerland. BLS's main activities include regional passenger transport by train and bus, shipping in the Bernese Oberland and rail-based freight transport. Here, BLS is the Swiss partner of DB Cargo.
The bar in the market is high. SBB has a strong presence in the market due to its high penetration alone. In order to stand up to this, a strong and concise visual world had to be developed in addition to the design. This should show BLS's offerings "in an independent and fascinating way", as required in the briefing for Erdmannpeisker.
Both the positioning of the umbrella brand and the principles of corporate design are used in BLS's brand communication. "This is why the course has also been set for advertising," explains Mark Bachmann, Head of Advertising Passenger Transport at BLS. Together with Erdmannpeisker, BLS is developing campaigns "with a clear focus and strong desirability". In the SBB market, only the desirable excursion destination is usually communicated. In contrast, BLS also wants to link its campaigns closely with the topic of "rail travel".
Whereas in the winter campaign, the campaign mechanics with symbolized tracks make it clear that customers can reach their excursion destination by the most direct route with BLS, the new summer campaign subtly communicates the advantages of a train journey for a successful excursion in the stylized train information. The options for en route are placed in front of the excursion destination like intermediate stops.
In line with its new positioning, BLS wants to be perceived as a highly professional railroad company with great customer proximity. Communication should also play a decisive role in achieving this goal.
With its extensive route network between Biel and Brig as well as Romont and Lucerne, the new BLS can offer an optimally developed infrastructure. During peak times, countless commuters are transported quickly, comfortably and reliably to their places of work in the morning and evening. But what happens to this expensive infrastructure between the start and end of the working day? This is where BLS wants to raise its profile as an attractive railroad for tourism in the future.
If you want to travel to Valais by the fastest route today, you can choose the route with the NRLA base tunnel. This is operated by SBB. Those who prefer to "make the journey the destination" choose the mountain route. The BLS Lötschberg line, built in 1912, offers a number of attractive excursion destinations. "Train travel and showcasing beautiful places" is therefore the concept behind the summer campaign, as CD Gabriel Peisker explains. Tourists - families, retired people, foreigners - want to fill their time and see as much as possible. Peisker has staged the imagery in an appropriately mystifying way. The scenes are intended to invite you to dream, like films in the style of "The Lord of the Rings". In winter, getting there is more important. Anyone traveling in ski boots and thick sweaters wants to get to their destination as quickly as possible. That's why the agency visualizes this offer with symbolized tracks that lead directly to the slopes.
Andreas Panzeri
In addition to SBB, the two private railroads Südostbahn SOB in central and eastern Switzerland and BLS in the extended Bern region will ensure competitive market behavior in Switzerland. BLS's main activities include regional passenger transport by train and bus, shipping in the Bernese Oberland and rail-based freight transport. Here, BLS is the Swiss partner of DB Cargo.
