TGV Lyria
Closer than you think
Highlight the brand’s key USP: its bi-national identity — and all the positive value it brings!
Strategic challenges:
In an increasingly competitive landscape, TGV Lyria must stand out against a wide range of alternatives — from other rail operators to carpooling and air travel. At the same time, the destination it promotes — Switzerland — struggles with limited appeal on the French side of the border. The challenge is therefore to: - Make travelers choose Switzerland — or France - Make them choose the train - And ultimately, make them choose TGV Lyria
Response:
Building a distinctive, ownable brand territory for TGV Lyria — one that creates an emotional connection beyond purely rational factors. This communication territory is rooted in TGV Lyria’s unique bi-national identity and highlights the shared values and cultural connections between the French and the Swiss — connections embodied by the brand itself. The approach focused on: - Defining a new brand signature: “Closer than you ever imagined” - Establishing a unique tone of voice, built around everything that unites the French and the Swiss — from cheese to mountains, and of course, TGV Lyria itself - Selecting key USPs, which serve as reassurance points — combining functional purchase drivers with the new emotional dimension created through the brand territory
A campaign built around four advertising films, broadcast across all target markets — France, French-speaking Switzerland, and German-speaking Switzerland.
These films — independent yet complementary — feature two characters, one French and one Swiss, whose humorous exchanges highlight the brand’s strengths.
longer, that playfully highlights TGV Lyria’s Franco-Swiss identity.
Objective: to boost brand awareness among audiences in both France and Switzerland.
focused on the concrete benefits of the service — speed, frequency, comfort, and overall experience.
Objective: to provide clear and compelling reasons to choose TGV Lyria.
Six advertising visuals represent key traveler profiles, embodying the needs and expectations of each segment.
Available in print and digital formats, they showcase TGV Lyria’s ability to engage all audiences with relevance and modernity.
