Campaign by Yes!: Bernina Express with the "best view in the world

Where is the best view in the world to be found? The Chur-based agency Yes! answers the question with a campaign centered on the legendary Bernina Express of the Rhaetian Railway. The focus is on the view from the train window.

An additional playful feature of the campaign is a slot machine game in which users can win an exclusive weekend with the Bernina Express.

The Bernina Express is the showpiece train of the Rhaetian Railway, running twice daily between Chur and Tirano. From its extra-large panorama windows, passengers can see picturesque villages, impressive line architecture and breathtaking natural spectacles. Simply: unique views. What the Chur-based agency Yes! Creative Digital Marketing came up with for its campaign idea.

The incredible view with all its facets is the creative guiding idea for the Bernina Express summer campaign 2022. The focus is not on the train, but on the view outside. Harmonious and highly aesthetic images show: This view is only available on the Bernina Express, everything else becomes secondary.

The cross-media campaign will run from June to September 2022 in Graubünden, eastern Switzerland, and the Zurich region via out-of-home posters, passenger TV, display, and social ads, in addition to the microsite. The Zurich agency Capture Media is responsible for the performance campaign. An additional playful feature of the campaign is a microsite with a slot machine game in which users can win an adventure weekend for two people if chance shows them the best view in the world.

For the technical implementation of the microsite Freelance developer Cyrill Lehmann aka Adabs Urdum is responsible for the design, while the "frame" for the world's best view was shot by photographer Riccardo Götz. "The Bernina Express is our premium product and enjoys a high reputation worldwide. The campaign should give the parade train a modern, fresh look, it must work cross-medially and place the Bernina Express in the Swiss market in a lively and concise way," says Ladina Schwarz, Market Manager Switzerland at the Rhaetian Railway.. The relevant target group is Mr. and Mrs. Swiss over 45, they should perceive the Bernina Express as an ideal excursion offer.

Responsible at Yes! Creative Digital Marketing: Richi Brändli (Concept), Dominik Kurmann (Art Director), Mena Dressler (Copywriter), Janine Herzig (Creative Designer). Responsible at the Rhaetian Railway: Ladina Schwarz (Market Manager Switzerland). Responsible at Adabs Urdum: Cyrill Lehmann (Web Developer). Responsible for the shoot: Riccardo Götz (Riccardo Götz Photography).

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