Welcome MIKA! Launch event & famtrip on TVA

b2b Trade
PR & Media
Project period

Target audience

Media, Travel Agents

The brief

On the occasion of the launch of the new Trenino Verde delle Alpi train model, MIKA, we supported the celebratory event in Domodossola and organized a fam trip for media and travel agents to discover the cultural and natural attractions of the Swiss Alps crossed by the train.

The project

On April 4th, BLS inaugurated three new MIKA model trains in Brig, Varzo, and Domodossola, celebrating the importance of the Domodossola-Bern line and the Simplon Pass with numerous representatives from politics and the economy in attendance. Following the client's brief, we supported the organization of the main inaugural event at Domodossola station.

Guests at the Domodossola event explored the interior of the new train, which features a more modern design with increased seating and a new self-service area. The celebration included a rich aperitif, entertaining shows by the 'stationmaster magician,' various prize opportunities with the wheel of fortune, and a branded photobooth for guests to capture souvenirs of the day.

For this special occasion, our team organized a 2-day fam trip on the Trenino Verde delle Alpi route, in cooperation with Bern Welcome. We invited five journalists and four travel agents to join us on board to discover the area's many cultural and natural attractions. The trip included a guided tour of the UNESCO World Heritage old town of Bern and a pleasant boat trip on Lake Thun.

The inaugural launch of the new MIKA model trains not only celebrated this significant milestone for BLS, marking an enhancement of the Domodossola-Bern line's service, but also strengthened relationships with media and travel agents, fostering future opportunities for promoting the scenic route of Trenino Verde delle Alpi.

New MIKA trains