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Berlin’s transport operator, BVG, is adding a theatrical twist to its repertoire of innovative marketing stunts with a new musical titled “Tarifzone Liebe” (Tariff Zone Love), featuring a love story set on the city’s public transit network.
“Tarifzone Liebe” unfolds the tale of Tramara, a tram character brought to life, who traverses the city alongside her companions, the U-Laf train and Bus-Tav Bus. The plot promises to deliver a fusion of action, drama, and emotion, akin to the adventures experienced by passengers during a late-night U-Bahn journey. The musical boasts a production team with notable achievements, including a director with credits like “Ku’damm 56” and stars from the casts of “Wicked” and “Hamilton.”
Set to perform for only two nights on December 4 and 5, 2023, at Berlin’s Admiralspalast, “Tarifzone Liebe” is already a sell-out sensation, with tickets having gone on sale for 29 euros each. The ticket not only promises a seat to the performance but also covers the audience’s public transportation fare to and from the Admiralspalast, ensuring a full BVG experience.
BVG’s marketing prowess is well-known in Germany, with a history of quirky advertising films that regularly garner widespread attention. With this musical, BVG aims to share its message of public transportation’s vital role in city life, celebrating the connections it fosters among its diverse passengers. It’s a unique approach to drawing more people to public transport, and perhaps even enticing them to join the BVG team, as the company plans to recruit thousands of new employees over the next five years.
The narrative weaves a tale of unity and mutual acceptance, which, according to Christine Wolburg, head of Sales and Marketing at BVG, is essential for coexistence in a bustling metropolis like Berlin. With this project, BVG is not just offering entertainment but also reinforcing its commitment to inclusivity and community spirit.
Behind the Curtain
The production, developed by BVG’s marketing team and the creative agency Jung von Matt Hamburg, has been several months in the making. The show features nine original songs and lasts about an hour, promising a memorable and impactful experience. The audience can expect surprises, with the promise of prominent guest appearances alongside the talented main cast.
Musical Tickets as Public Transport Passes
BVG cleverly integrates the musical experience with its core service by offering tickets that double as transit passes, encouraging attendees to use public transport for their theater visit. This initiative reflects BVG’s broader goals of promoting sustainable city travel and enhancing the appeal of public transit.
