A dream on rails
Travel Industry: A campaign by McCann-Erickson Switzerland aims to attract German travelers to CityNightLine (CNL).
Travel industry A campaign by McCann-Erickson Switzerland aims to lure German travelers to CityNightLine (CNL).The price spiral in international passenger traffic seems to point in only one direction: down. Tourism experts are predicting fat years for low-cost airlines, with growth rates of almost 20 percent. An active to aggressive pricing strategy, growing networks, combined with clever communication tactics that neglect the creative in favor of a permanently high media presence, are obviously hitting the nerve of the times. What's more, airlines like Germania Express, German Wings and Air Berlin are also making life miserable for their direct and indirect competitors on the ground. These include the night trains operated by CNL, a subsidiary of DB Reise & Touristik AG.DB struggles with image problems
Nevertheless, the brand has enjoyed growing popularity since its launch more than six years ago - in 1996, the first night trains rolled from Zurich to Berlin and Hamburg. Rising passenger numbers are proof of the popularity of the comfortable means of transport: in 2002, for the first time, over 500,000 passengers were rocked to a "brisk" sleep. In order to prevent an impending dip in occupancy figures, the Deutsche Bahn subsidiary wants to position itself even more clearly as a premium brand - without getting involved in a ruinous price war.
There will therefore be hardly any change in the mission statement - but all the more in direct communication with the customer. So far, this has been limited primarily to the point of sale, a key visual with a woman who has just woken up from sleep and interchangeable cities, as well as an implementation of the travel experience in the benefit claim "Sleep - travel - fit at destination. However, the targeted increase in brand awareness - from an unaided 8 to 15 percent - and the targeted sales figures are hardly achievable. Especially not among Germans, whose favorite child is the car and among whom the railroad traditionally enjoys a rather poor image. The introduction of the new price structure last fall further confused and angered DB customers.
CNL is therefore looking for added value. The train company sees this in individually usable travel time, in a trusting atmosphere, and in the positive surprises that offer imaginary added value and clear advantages over the worst competitor: the car. Secondarily, air passengers are also to be addressed, because the intended target group is made up of business travelers and commuters (25 percent each) and vacationers. No easy task with a budget of only seven figures in a market with 82 million potential train passengers. After the launch in Germany, the campaign will also be used in the CNL market in Switzerland, Austria and, in the medium term, in the Netherlands.
The winner in the international competition for the budget was the Swiss agency McCann-Erickson, which until a few years ago was responsible for the SBB advertising campaign. In its advertising campaign for the German transport company, it contrasts CNL's USPs with private cars and the price argument.
The premium character of the night train is captured in an emotionally ironic appearance on various print and poster motifs as well as in the copy ads. While the headline "Taking the kids to Austria? You can do it in your sleep." is aimed at families, the creative team addressed traffic jam-plagued motorists with mischievous humor. The new claim "I think I'm dreaming" rounds off the image of cultured travel on rails.
Progressive Swiss
And since a Swiss campaign is not an everyday occurrence for Germany, anecdotes make the rounds all the more frequently in such cases: The motif with a pregnant woman's belly and the copy "Could you have done that on a plane?" was left on a siding for a long time. Too provocative, was the verdict of those responsible at CNL. At least Switzerland showed itself progressive in this matter and allowed this B12 poster. In Germany, where the birth rate is much lower, people continue to be conservative.
With sweet consequences of a night train ride CNL advertises only in Switzerland.
Luca Aloisi
Nevertheless, the brand has enjoyed growing popularity since its launch more than six years ago - in 1996, the first night trains rolled from Zurich to Berlin and Hamburg. Rising passenger numbers are proof of the popularity of the comfortable means of transport: in 2002, for the first time, over 500,000 passengers were rocked to a "brisk" sleep. In order to prevent an impending dip in occupancy figures, the Deutsche Bahn subsidiary wants to position itself even more clearly as a premium brand - without getting involved in a ruinous price war.
There will therefore be hardly any change in the mission statement - but all the more in direct communication with the customer. So far, this has been limited primarily to the point of sale, a key visual with a woman who has just woken up from sleep and interchangeable cities, as well as an implementation of the travel experience in the benefit claim "Sleep - travel - fit at destination. However, the targeted increase in brand awareness - from an unaided 8 to 15 percent - and the targeted sales figures are hardly achievable. Especially not among Germans, whose favorite child is the car and among whom the railroad traditionally enjoys a rather poor image. The introduction of the new price structure last fall further confused and angered DB customers.
CNL is therefore looking for added value. The train company sees this in individually usable travel time, in a trusting atmosphere, and in the positive surprises that offer imaginary added value and clear advantages over the worst competitor: the car. Secondarily, air passengers are also to be addressed, because the intended target group is made up of business travelers and commuters (25 percent each) and vacationers. No easy task with a budget of only seven figures in a market with 82 million potential train passengers. After the launch in Germany, the campaign will also be used in the CNL market in Switzerland, Austria and, in the medium term, in the Netherlands.
The winner in the international competition for the budget was the Swiss agency McCann-Erickson, which until a few years ago was responsible for the SBB advertising campaign. In its advertising campaign for the German transport company, it contrasts CNL's USPs with private cars and the price argument.
The premium character of the night train is captured in an emotionally ironic appearance on various print and poster motifs as well as in the copy ads. While the headline "Taking the kids to Austria? You can do it in your sleep." is aimed at families, the creative team addressed traffic jam-plagued motorists with mischievous humor. The new claim "I think I'm dreaming" rounds off the image of cultured travel on rails.
Progressive Swiss
And since a Swiss campaign is not an everyday occurrence for Germany, anecdotes make the rounds all the more frequently in such cases: The motif with a pregnant woman's belly and the copy "Could you have done that on a plane?" was left on a siding for a long time. Too provocative, was the verdict of those responsible at CNL. At least Switzerland showed itself progressive in this matter and allowed this B12 poster. In Germany, where the birth rate is much lower, people continue to be conservative.
With sweet consequences of a night train ride CNL advertises only in Switzerland.
Luca Aloisi
