THE GROUNDBREAKERS PRODUCES FUN BRAND ACTIVATION FOR SWITZERLAND TOURISM
This week, a striking brand activation for Switzerland Tourism will take place at Utrecht Central Station. To promote the new night train, travelers can win sleeping train tickets during this event. All they have to do is spend 6 hours in a pop-up train cabin in the station concourse. The enthusiasm for participating in the brand activation is enormous; within a few days more than 900 people report. Brand activation agency The Groundbreakers developed the campaign and associated brand activation for the national tourism agency.
Playful brand activation
From December 12, the new night train – NightJet – will run between the Netherlands and Switzerland. To promote this new train and the sustainable connection to the Swiss mountains, brand activation agency The Groundbreakers was asked to develop a mediagenic activation. For this, the office has recreated a pop-up sleeping cabin of a train in the middle of the station hall. Travelers can sign up to spend 6 hours in the cabin and win tickets for the night train. The event will take place this week at Utrecht Central station and from 15 to 19 November at Amsterdam Zuid station.
The activation is part of the 'Pure winter' campaign that The Groundbreakers has developed on behalf of Switzerland Tourism Benelux. The winter campaign can be seen online and offline in the coming weeks on screens at stations, bus shelters in the Randstad and via social media. "You will experience pure winter in Switzerland" is the main message that Switzerland Tourism wants to convey with the campaign. And if you're going on a Swiss winter holiday, travel sustainably and take the train.