NMBS: the station as a brand
How to improve the image of stations to increase traveller numbers, while also making the NMBS an attractive proposition for commercial partners? With a new brand.
Think BBDO created a new station brand: ‘het Station/la Gare’. A brand can play an important role in enhancing the appeal of Belgian stations. It increases recognition, provides guarantees about quality, serves as an umbrella for the station’s various functions, creates and reinforces the emotional relationship with customers and contributes to attracting investors and business operators. We also developed the ‘Het station leeft’ – ‘La vie entre en gare’ (Life in the station) campaign and a media strategy.
The project kicked off with extensive research among customers, people living in the vicinity of stations, concession holders and other stakeholders. After a creative-strategic workshop with the customer, we laid down the station’s positioning in a brand passport.
We created the brand and the brand name ‘Het Station/la Gare’, overseeing the development of the logo and the corporate style by a third party while doing more research on the new logo. The next step was a unique creative concept, in which we incorporated a very recognisable metaphor, which was to be included in all the campaign images: the tracks.
We then developed the ‘Het station leeft/La vie entre en gare’ image and tactical campaign, which we produced in-house. We also devised a comprehensive communication plan and defined the long-term media strategy over several years.