A brilliant festival
The City Tunnel can be viewed as more than a physical transport link that ties Malmö Central Station with Triangeln Station and Hyllie Station and onwards across the Öresund bridge to Copenhagen. It is also a link that creates opportunities to improve communication between people, that can strengthen relations, that can contribute to solidarity and understanding of one another.
Our mission was to develop a marketing campaign for the historic grand opening. The purpose was to create dedication, interest, curiosity and knowledge around the City Tunnel and all activities surrounding the grand opening. The target groups were: the public, politicians and employees.
Catchwords from the brief were ‘Public and folksy’, ‘Formal’, ‘Future’ and ‘Trains’.
We created the communications concept ‘A BRILLIANT FESTIVAL’
We wrestled with the ‘problem’ that the grand opening was held on a specific day and that the opening event was to last for two weeks. To clarify that there was a period before the grand opening and a period after we visualized the event as a party – and a party has both a pre and after party. We divided the campaign into the concept: Pre-party, Party and After-Party. This clarified the division between the two opening weeks from the actual grand opening day. The idea of a party was to raise the level of the weeks to something more festive and formal, from the grand opening to the complete schedule.
Grand opening logo
From the catch words in the brief we created a separate logo for the grand opening that worked with all communication surrounding the event. A brightly lit tunnel creates associations with colourful fireworks.
A brilliant festival
The wide target group demanded a wide expression. Simple illustrated figures in all the logotype’s colours on black backgrounds became the visual identity.
The opening book
An individually numbered limited edition VIP book was created as an exclusive present to invited guests. It was also published as a book sold in book stores which documented the project. Different editions were printed with different covers.