Miraculous poster proliferation
Outdoor advertising APG is able to expand its billboard presence on Zurich's Bahnhofplatz from 10 to 64 sites.
Outdoor advertising At Zurich's Bahnhofplatz, APG can expand its poster presence from 10 to 64 sites. The reopening of the redesigned Bahnhofplatz on November 2 represents both an urban development and advertising sensation for the city on the Limmat. At the heart of the 20 million renovation project, which took around four years to complete, is a new streetcar stop shelter that is unparalleled in Europe with a length of 69.55 meters. The steel and glass construction of this above-ground hall, for which Verkehrsbetriebe Zürich (VBZ) is spending CHF 5 million alone, was created in close cooperation with APG. The aim was to refinance the high investment costs through billboard advertising (see also box).
The net-like structure of the hall is also based on the dimensions of the F12 illuminated posters. In total, it is made up of 192 such elements - 96 on each side of the station. Although most of these are transparent, a total of 32 are illuminated from the inside - as they are double-glazed - and serve as double-sided surfaces for advertising posters. This means that a total of 64 F12 illuminated advertising spaces are now available.
Prior to the redesign, there were only ten F12 billboards available at this highly frequented location. "This is huge for APG because we can now offer our customers this fantastic advertising opportunity at the most attractive advertising location in Switzerland," says Beat Holenstein, Head of APG Zurich, visibly delighted.
Holenstein also comes up with impressive figures for Bahnhofplatz: 8 of a total of 13 VBZ lines pass through the square, and around 48,000 people get on or off at this stop every day. The entire square is frequented by a total of 350000 to 400000 people every day (including motorists). This figure is likely to increase in future, as the redesign will make the square more pedestrian-friendly again. Previously, pedestrians were kept as far away from the square as possible via the underground Shop-Ville.
Strategy perfectedThe station square now closes a gap in the APG strategy.
the main station-Bahnhofstrasse-Paradeplatz-Bellevue axis. "In all major cities, APG is present with its billboards in the city center, namely where there is very high footfall and where commuter flows mingle with passers-by who are keen to consume," explains Holenstein. "Here in Zurich, too, we have been able to perfect this strategy in exemplary fashion." In fact, APG has already been able to offer the E-Board and Rolling Stars at the station and around 60 F200 illuminated posters on Zurich's "promenade". The 64 F12 luminaires are now being added.
They will be offered as follows: Around 47 will be integrated into the twelve existing networks from week 47, meaning that each network customer will be represented around four times at Bahnhofplatz. Ten further spaces have already been sold with annual contracts. "They went like hot cakes," smiles Holenstein. The rest will be sold individually.
There are two surprises in store for the inauguration: Firstly, all 64 spaces will be rented to a single customer in week 46. However, Holenstein does not want to reveal who it is. The actual kick-off on October 27, however, will be a joint teaser campaign by APG and VBZ, designed by the advertising agency Publicis. Holenstein only presents the teaser subject - a frog king - with the caption "On November 2, a wondrous transformation will take place here".
APG lights up VBZ Since the early 1990s, APG has been a "very important and successful partner of VBZ", says Martin Zollinger, Head of VBZ Traffic Media. The
Cooperation includes both the poster sites on the streetcar and bus shelters throughout the VBZ network and the advertising spaces in and on the vehicles (including hanging boxes).
While illuminated F200 posts have long since been installed in most bus shelters, illuminated advertising is only making its way into the Trams 2000 from this week: APG and VBZ are now offering Traffic Light Posters, backlit poster panels measuring 75 cm x 35 cm, on the roof slopes of this type of streetcar.
Two panels are installed per vehicle, currently a total of 340. The advertising expansion makes sense, as VBZ transports 298 million passengers a year - more than SBB (255 million).
Radio-poster comboThe combo, which Radio 24 and APG Zurich have been offering since May this year, can also be booked next year. "It has proved its worth and will continue unchanged," says Beat Holenstein. So far, the combi, which comprises 155 F200 spaces on Zurich's main arteries and 24 20-second spots on Radio 24, has been booked by around a dozen customers for one to two weeks at a time.
At times, such as before Mother's Day, customers even had to be turned away because the Kombi can only be booked by one customer per period, says Holenstein. Demand is similarly strong again towards Christmas. (mk)
Transformation at Zurich's Bahnhofplatz: APG's photomontage anticipates the new advertising opportunities.
Markus Knöpfli
The net-like structure of the hall is also based on the dimensions of the F12 illuminated posters. In total, it is made up of 192 such elements - 96 on each side of the station. Although most of these are transparent, a total of 32 are illuminated from the inside - as they are double-glazed - and serve as double-sided surfaces for advertising posters. This means that a total of 64 F12 illuminated advertising spaces are now available.
Prior to the redesign, there were only ten F12 billboards available at this highly frequented location. "This is huge for APG because we can now offer our customers this fantastic advertising opportunity at the most attractive advertising location in Switzerland," says Beat Holenstein, Head of APG Zurich, visibly delighted.
Holenstein also comes up with impressive figures for Bahnhofplatz: 8 of a total of 13 VBZ lines pass through the square, and around 48,000 people get on or off at this stop every day. The entire square is frequented by a total of 350000 to 400000 people every day (including motorists). This figure is likely to increase in future, as the redesign will make the square more pedestrian-friendly again. Previously, pedestrians were kept as far away from the square as possible via the underground Shop-Ville.
Strategy perfectedThe station square now closes a gap in the APG strategy.
the main station-Bahnhofstrasse-Paradeplatz-Bellevue axis. "In all major cities, APG is present with its billboards in the city center, namely where there is very high footfall and where commuter flows mingle with passers-by who are keen to consume," explains Holenstein. "Here in Zurich, too, we have been able to perfect this strategy in exemplary fashion." In fact, APG has already been able to offer the E-Board and Rolling Stars at the station and around 60 F200 illuminated posters on Zurich's "promenade". The 64 F12 luminaires are now being added.
They will be offered as follows: Around 47 will be integrated into the twelve existing networks from week 47, meaning that each network customer will be represented around four times at Bahnhofplatz. Ten further spaces have already been sold with annual contracts. "They went like hot cakes," smiles Holenstein. The rest will be sold individually.
There are two surprises in store for the inauguration: Firstly, all 64 spaces will be rented to a single customer in week 46. However, Holenstein does not want to reveal who it is. The actual kick-off on October 27, however, will be a joint teaser campaign by APG and VBZ, designed by the advertising agency Publicis. Holenstein only presents the teaser subject - a frog king - with the caption "On November 2, a wondrous transformation will take place here".
APG lights up VBZ Since the early 1990s, APG has been a "very important and successful partner of VBZ", says Martin Zollinger, Head of VBZ Traffic Media. The
Cooperation includes both the poster sites on the streetcar and bus shelters throughout the VBZ network and the advertising spaces in and on the vehicles (including hanging boxes).
While illuminated F200 posts have long since been installed in most bus shelters, illuminated advertising is only making its way into the Trams 2000 from this week: APG and VBZ are now offering Traffic Light Posters, backlit poster panels measuring 75 cm x 35 cm, on the roof slopes of this type of streetcar.
Two panels are installed per vehicle, currently a total of 340. The advertising expansion makes sense, as VBZ transports 298 million passengers a year - more than SBB (255 million).
Radio-poster comboThe combo, which Radio 24 and APG Zurich have been offering since May this year, can also be booked next year. "It has proved its worth and will continue unchanged," says Beat Holenstein. So far, the combi, which comprises 155 F200 spaces on Zurich's main arteries and 24 20-second spots on Radio 24, has been booked by around a dozen customers for one to two weeks at a time.
At times, such as before Mother's Day, customers even had to be turned away because the Kombi can only be booked by one customer per period, says Holenstein. Demand is similarly strong again towards Christmas. (mk)
Transformation at Zurich's Bahnhofplatz: APG's photomontage anticipates the new advertising opportunities.
Markus Knöpfli
