Schweizerische Südostbahn AG connects what belongs together: train travel and experiences from Zurich to Locarno and Bern to Chur. With the three tourist lines Voralpen-Express, Treno Gottardo and the IR Aare Linth, the most beautiful connections have been created to discover the diversity of the country in probably the most comfortable way - and we let everyone know that. Every year, we launch several cross-media campaigns and put the three lines, two of which we accompanied during their launch, in the limelight in a first-class way on- and offline along the entire customer journey.
Südostbahn's digital influence is growing. Stop on demand excluded. For SOB, we built new social media channels and support the online performance marketing, which is aligned with the overall concept, on all digital channels with over 100 target group-specific assets per campaign - thanks to touchpoint-oriented branding. Live promotions, samplings, influencer marketing, mailings and numerous PR contributions reinforce the online presence. And we are where all these campaign tracks come together: Concept, planning, management, implementation. We pick up speed!
We create on and offline assets for each of the 4 annual national campaigns
The lines are as varied as the seasons. In order to communicate the copper-colored trains, highlights along the routes and a large portion of inspiration for leisure experiences with selected partners in a morselized and attractive way, there are seasonal campaigns. The topics are not only spring or fall, but also various creative concepts and cooperations that make each campaign unique and memorable.
The most beautiful connection to Switzerland's sunniest region offers palm trees and palazzi all year round. The hit, which takes passengers to Ticino and back from 20 francs, is very popular. What we're teasing in 2021 with first-time offers, instameets, and digital campaigns will grow into an annual campaign in 2022 and 2023: "Ciao Ticino"! A clear call across all channels, using illustrated visuals to awaken longing and wanderlust. Continuously promoted as an experience including travel and offers from selected leisure partners.
The Treno Gottardo also has a cool winter highlight: the Mediterranean-inspired line is given a snowy twist and is also marketed by us as the carrier of an attractive snow special in Andermatt.
The most beautiful combination of nature and culture is created by this well-known line. Fascinating views of the Central Swiss mountains, gleaming lakes and pretty towns accompany the journey between Lucerne and St. Gallen - just like the campaign message on Passenger TV. The route is particularly enchanting in autumn, which is as golden as the nose of the original Wätterschmöcker. We make Muoatathaler Martin "Muser" Holdener the campaign figurehead and accompany him not only in predicting, but on trips with the most beautiful connection between Central and Eastern Switzerland - autumnal excursion ideas, regular inspiration in the Swiss family and a rating of his tips included.
IR Aare Linth
The IR Aare Linth connects Bern, Olten, Zurich and Chur every hour. It stops in varied regions with different traditions and geographical features - the whole alphabet of experiences, packed with ideas for excursions for the whole family. Who better to convey this than Bernese author and cabaret artist Bänz Friedli? We agree. That's why we called him up and got him involved. The playful launch campaign takes passengers by train and digital wheel of fortune to the often unknown highlights on the route. Boredom is guaranteed to be a thing of the past during the journey with the familiar and newly discovered Stadt, Land, Fluss game, the solutions to which pass by the window live.
And because the train is really the most comfortable way to travel home from skiing after après-ski, with the last Kafi Schnaps in hand, we introduce the new Flumserberg-Skiexpress to the Zurich target group with a simple animation.