TGV Lyria, the leader in travel between France and Switzerland with nearly five million passengers per year, entrusted FCB agencies Change (France) and FCB Zurich with its new communication strategy. This included the repositioning of its brand, the launch of its new offer and the creation of an advertising campaign. This is the first campaign for the agencies, who won the business in May 2017.
TGV Lyria aims to impose a new standard of travel in Europe. They are the only carrier between France and Switzerland to reconcile comfort, speed and punctuality, all at an attractive price. The French-Swiss has a new brand signature: "For those who do not renounce anything."
The Parisian campaign aims to make the public consider the train instead of the plane through the fundamentals of TGV Lyria. A unique travel experience between France and Switzerland: With TGV Lyria, switch to train mode!
With this new strategy, TGV Lyria's ambition is to effectively counter competition, notably air travel, and to accompany the launch of its new offer consisting of three classes of travel and no longer two: STANDARD, STANDARD 1 ère, and BUSINESS 1ère, an offer that better meets the needs of ever more demanding travellers.
The new offer of services has been on sale since that day for trips starting from of 10 December 2017. Communication activities will begin in mid-October in France. An advertising campaign on the same principle is also planned in Switzerland.