Amsterdam - As a result of a strategic and creative competition the Nederlandse Spoorwegen (NS, The Dutch Railway) and Regus decided to choose Saatchi & Saatchi Amsterdam as the advertising agency that will represent their new brand Regus | NS station2station.
Regus | NS station2station is an inventive, new concept in which NS and Regus offer professional and flexible working spaces on or nearby the station. With this NS and Regus contribute to improving the mobility in the Netherlands and help define solutions for sustainable and flexible office space. Regus is the largest worldwide provider of flexible office space solutions and NS is the biggest passenger carrier in the Netherlands regarding trains.
The first opening is scheduled to take place in May 2012 at Amersfoort station, which will be followed by 11 other stations amongst them Haarlem, Leiden, Maastricht, 's-Hertogenbosch and The Hague.
Saatchi & Saatchi | Leo Burnett Amsterdam will develop the positioning, the market strategy, the visual brand identity as well as a cross media campaign. Agencies THEY and VBAT also participated in the competition.