Newspapers ride train
SBB locomotive as a new advertising medium for Swisspool
SBB locomotive as the new advertising medium for SwisspoolBy Anita Vaucher Since November 10, the SBB Swisspool locomotive has been rolling along the Swiss rail network in a highly visible manner. It was christened the day before in Yverdon in the presence of representatives from the advertising and media industry.
Although this advertising campaign does not directly address Swisspool's target audience, Hans Jürg Klöti, Director of the Advertising Market at Tamedia, expects this new advertising medium to attract a lot of attention.
"A train that circulates everywhere, especially between the big cities, is noticed by everyone. It is therefore an ideal advertising medium for the press." And: "A locomotive is a symbol of power and speed, it connects people. And it pulls in one direction. The locomotive therefore stands for the same values as Swisspool."
The advertising locomotive will be at the center of Swisspool's communication activities over the next year and will be used for various customer events in the larger Swiss cities. Hiring the moving advertising vehicle costs CHF 240000 per year, and the contract with SBB can be extended for a further three years. The concept for the locomotive's appearance was developed by Publicis, Zurich.
Swisspool, formerly known as SwissKombi, was founded eleven years ago with a view to Switzerland's domestic situation in the European market. Swisspool brings together the seven largest daily newspapers in the most important regions of Switzerland: Tages-Anzeiger, Berner Zeitung, Neue Luzerner Zeitung, Basler Zeitung, St.Galler Tagblatt, 24 Heures and Tribune de Genève. Swisspool's turnover amounted to around CHF 100 million last year.
Although this advertising campaign does not directly address Swisspool's target audience, Hans Jürg Klöti, Director of the Advertising Market at Tamedia, expects this new advertising medium to attract a lot of attention.
"A train that circulates everywhere, especially between the big cities, is noticed by everyone. It is therefore an ideal advertising medium for the press." And: "A locomotive is a symbol of power and speed, it connects people. And it pulls in one direction. The locomotive therefore stands for the same values as Swisspool."
The advertising locomotive will be at the center of Swisspool's communication activities over the next year and will be used for various customer events in the larger Swiss cities. Hiring the moving advertising vehicle costs CHF 240000 per year, and the contract with SBB can be extended for a further three years. The concept for the locomotive's appearance was developed by Publicis, Zurich.
Swisspool, formerly known as SwissKombi, was founded eleven years ago with a view to Switzerland's domestic situation in the European market. Swisspool brings together the seven largest daily newspapers in the most important regions of Switzerland: Tages-Anzeiger, Berner Zeitung, Neue Luzerner Zeitung, Basler Zeitung, St.Galler Tagblatt, 24 Heures and Tribune de Genève. Swisspool's turnover amounted to around CHF 100 million last year.
