New York, NY – To mark the launch of their summer campaign, Switzerland Tourism is transforming a subway shuttle train into a veritable Swiss journey from mid April – mid May. New York City’s S shuttle runs between Grand Central Station and Times Square. It is the shortest regular service in the system, traveling the 0.8 miles in one minute.
“With this action we want to promote summer travel to Switzerland and garner attention in an unusual and unexpected way,” said Alex Herrmann, director of Switzerland Tourism for the Americas. “Switzerland has an outstanding transportation system and unique scenic trains, well loved by commuters and leisure travelers alike. Hopefully,” Alex Hermann added with a smile, “passengers riding the ‘Switzerland Shuttle’ will get inspired by the beautiful Swiss scenery.”
During a four-week period the Metropolitan Transportation Authority (MTA) will operate a train of the S shuttle line decorated in a distinctive Swiss look. Switzerland Tourism – in collaboration with the four key partners for this project Swiss Travel System / Rail Europe, Engadin St. Moritz, Jungfrau Railways / Interlaken and Swiss International Air Lines – has created a divers visual design that is printed on a huge wrap. The wrap will cover the entire exterior and interior of the car.
The promotion will be accompanied by an advertising and PR campaign including a series of contests where travelers’ knowledge about Switzerland is tested. There will be weekly prize drawings that highlight the different aspects of Switzerland. The contest will be communicated in the shuttle as well as through email and social media. Street promoters will distribute postcards and Swiss products during select days at the two mentioned subway stations.
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