Lausanne mobilizes

Public transport With Tasmanie, Lausanne's public transport operators are setting a new course The figures speak for themselves: TL (Transports Lausanne) transported over 70 million passengers on its 206-kilometre network in 2001. The annual surveys also show that the population is satisfied with the offer and service. This was not always the case: As recently as 1997, the people of Lausanne rated their public transport company as "inactive and old-fashioned". Among other things, the poor route network and outdated vehicles were to blame. Over the last six years, the TL managers have expanded the infrastructure and service offerings. At the same time, they entrusted the agency Tasmanie, also based in Lausanne, with the concept of a uniform communication strategy - with success. But TL want more: they envision a fare network that extends beyond the Lausanne region. A pool of mobility partners - under the leadership of TL - whose tariff unity should considerably simplify travel in the Léman region. The current campaign concept "parfum d'empathie" aims to communicate this vision to the population. "The claim 'une idée qui fait son chemin' aims to reinforce TL's image and present the visionary mobility concept," explains Tasmanie consultant Jérôme Boillat. The eye-catching motifs are metamorphoses of round shapes into the square, blue and white TL logo. A human eye iris and the planet Earth are suddenly given corners and edges.
Simone Keller