More traffic is very welcome
The Swiss Museum of Transport is launching a campaign by Soldini Bienenfeld to raise awareness of the museum and increase visitor numbers.
Museum The Swiss Museum of Transport is launching a campaign by Soldini Bienenfeld to raise its profile and increase visitor numbers Everyone knows it, but very few people think of visiting it again: the Swiss Museum of Transport (VHS) in Lucerne. However, this sobering conclusion from visitor surveys is only one reason for the decline in admissions over the years. "Both the number of museums and the range of leisure activities on offer have increased," says Beat Heuberger, Head of Marketing at the VHS, explaining the problem. With around 720000 visitors last year, the Swiss Museum of Transport remained the most visited museum in Switzerland despite a decline of a good 14 percent. The sharp decline is partly due to the summer of the century, but the VHS also recorded record figures in the Expo year 2002. Zurich wins against Lucerne
Beat Heuberger is convinced that the decline in visitor numbers can be reversed. Indications of this are the evaluations of the first quarter of 2004, which show "very positive signs". The VHS intends to promote a long-term turnaround through the innovative product itself and with marketing measures. The latter are to be covered by a brand campaign, the budget for which was put out to tender last year. The concept from the Zurich agency Soldini Bienenfeld won out against competition from the city of lights.
The new claim "Swiss Museum of Transport. Open for explorers" is intended to remind Mr. and Mrs. Swiss that they can find answers to questions about transport, mobility and communication at the VHS. The creative duo Frank Bienenfeld and Mark Soldini used these questions as the basis for the seven poster subjects and four TV commercials. While the implementation in print is rather corporate, the films appeal to the laugh muscles: People from the street are asked to explain a technical phenomenon. Simple questions such as "What is the difference between analog and digital?" quickly stump the initially self-confident interviewees. In print, the creatives refrain from repeatedly depicting the people. Instead, they illustrate the questions with everyday objects as eye-catchers.
New sponsors, new power This kind of umbrella campaign is unique in the history of the SMT. Whereas previously - for financial reasons - advertising was only project-related, the new sponsorship partners SBB, Swisscom, APG and SRG enable both the production and distribution of the measures. A similar campaign before the contracts were signed at the end of last year would have been just a drop in the ocean, as Heuberger explains.
The Swiss Museum of Transport also managed without public funding until the early 1990s. However, the deteriorating economic situation, the decline in tourism in Switzerland and the growing range of leisure activities put the VHS under severe pressure. Since 1993, the canton and city of Lucerne as well as the federal government have been subsidizing the museum's operations. However, at around two million francs a year, these only account for ten percent of the annual income. The VHS continues to generate the rest itself. A motion submitted to the Council of States in 2003 calls for the Federal Council to include the VHS in the Musée Suisse Group's concept. The SMT is to be entrusted with the collection and communication of cultural heritage from the areas of mobility/transport and communication and this mandate is to be enshrined in the draft federal law on a foundation for the Swiss National Museum. However, a lot of water will still be flowing down the Reuss before a corresponding regulation is in place.
Swiss Museum of Transport The idea of creating a transport museum was born in connection with the 1939 national exhibition in Zurich. In 1942, the Swiss Museum of Transport Association was founded in Zurich - still the sponsor and operator of the VHS today. However, the museum projects could not be realized either in the city of Zurich or in the surrounding area.
In 1950, the city of Lucerne made the current site available to the association free of charge. Nine years later, the VHS opened its doors. Around 80 percent of the construction of the facility was financed by federal funds. In the following years, the VHS expanded its range of services to include
various halls and attractions. Today, the Swiss Museum of Transport comprises the museum section and the commercially operated area, which includes the Imax movie theater, the Highflyer stand-up balloon, the museum store and the restaurants. (sk)
"Open for explorers": The Swiss Museum of Transport answers everyday questions.
Answering everyday questions: How the Swiss Museum of Transport wants to attract more visitors again >> page 8
Simone Keller
Beat Heuberger is convinced that the decline in visitor numbers can be reversed. Indications of this are the evaluations of the first quarter of 2004, which show "very positive signs". The VHS intends to promote a long-term turnaround through the innovative product itself and with marketing measures. The latter are to be covered by a brand campaign, the budget for which was put out to tender last year. The concept from the Zurich agency Soldini Bienenfeld won out against competition from the city of lights.
The new claim "Swiss Museum of Transport. Open for explorers" is intended to remind Mr. and Mrs. Swiss that they can find answers to questions about transport, mobility and communication at the VHS. The creative duo Frank Bienenfeld and Mark Soldini used these questions as the basis for the seven poster subjects and four TV commercials. While the implementation in print is rather corporate, the films appeal to the laugh muscles: People from the street are asked to explain a technical phenomenon. Simple questions such as "What is the difference between analog and digital?" quickly stump the initially self-confident interviewees. In print, the creatives refrain from repeatedly depicting the people. Instead, they illustrate the questions with everyday objects as eye-catchers.
New sponsors, new power This kind of umbrella campaign is unique in the history of the SMT. Whereas previously - for financial reasons - advertising was only project-related, the new sponsorship partners SBB, Swisscom, APG and SRG enable both the production and distribution of the measures. A similar campaign before the contracts were signed at the end of last year would have been just a drop in the ocean, as Heuberger explains.
The Swiss Museum of Transport also managed without public funding until the early 1990s. However, the deteriorating economic situation, the decline in tourism in Switzerland and the growing range of leisure activities put the VHS under severe pressure. Since 1993, the canton and city of Lucerne as well as the federal government have been subsidizing the museum's operations. However, at around two million francs a year, these only account for ten percent of the annual income. The VHS continues to generate the rest itself. A motion submitted to the Council of States in 2003 calls for the Federal Council to include the VHS in the Musée Suisse Group's concept. The SMT is to be entrusted with the collection and communication of cultural heritage from the areas of mobility/transport and communication and this mandate is to be enshrined in the draft federal law on a foundation for the Swiss National Museum. However, a lot of water will still be flowing down the Reuss before a corresponding regulation is in place.
Swiss Museum of Transport The idea of creating a transport museum was born in connection with the 1939 national exhibition in Zurich. In 1942, the Swiss Museum of Transport Association was founded in Zurich - still the sponsor and operator of the VHS today. However, the museum projects could not be realized either in the city of Zurich or in the surrounding area.
In 1950, the city of Lucerne made the current site available to the association free of charge. Nine years later, the VHS opened its doors. Around 80 percent of the construction of the facility was financed by federal funds. In the following years, the VHS expanded its range of services to include
various halls and attractions. Today, the Swiss Museum of Transport comprises the museum section and the commercially operated area, which includes the Imax movie theater, the Highflyer stand-up balloon, the museum store and the restaurants. (sk)
"Open for explorers": The Swiss Museum of Transport answers everyday questions.
Answering everyday questions: How the Swiss Museum of Transport wants to attract more visitors again >> page 8
Simone Keller
