Public Transport Campaign for Short-Stay Passengers
On behalf of
Leipzig Tourismus und Marketing GmbH
Period
2020
Campaign development
Illustration
Now and then, we feel the urge to escape the hustle and bustle of the city for some time, but wonder "how" and "where". The colourful campaign "Für Kurzaussteiger (For Short-Stay Passengers)'' offers a solution to this. In Leipzig, Dresden, and Erfurt, motifs of getaway destinations within the region of Leipzig adorn the walls of train stations, suburban trains, and trams. The cheerful, eye-catching illustration style adresses a wide array of target groups. It can be easily expanded with new motifs, and flexibly adapted to different advertising formats. Due to the positive response, the campaign will be expanded in the following year with new motifs and shown in selected cities in North Rhine-Westphalia.
Destination Marketing
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The campaign For Short-Term Leavers presents colourful and attention-grabbing illustrations at train stations, in suburban trains, and streetcars in Berlin, Dresden, and Erfurt.
Poster campaign
⬤
we developed an illustration style and 16 different motifs, each promoting a different destination in the Leipzig region
Colorful Eye-Catcher
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The illustrated 18/1 large formats are an elementary component of the out-of-home campaign For Short-Term Leavers.
Event Highlights
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In the second marketing wave, we adapted the campaign motifs and approach. What previously showed an excursion destination now invites visitors to an event highlight at the same place.
Public Transport Advertising
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The campaign was placed nationwide in streetcars and suburban trains, among other places where passengers have time and few distractions. This placement allows the appealing illustration and message to be received and acknowledged.
Swingcards
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The campaign was complemented by illustrated swingcards in streetcars.
They convey the same sense of humor, playfulness, and lightheartedness as the posters.
Erfurt Streetcar
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Because the campaign was so well received, we expanded the illustration for the complete wrapping of an Erfurt streetcar.
Storytelling
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The illustrations transform the Erfurt streetcar into a moving picture book, showing many short pictographic stories about holidays within the Leipzig region!
