Eurail

Since 1959, Eurail has been providing multi-destination train travel with just one rail pass. In 2018, Eurail and STA Travel wanted to inspire travelers to go abroad in March, with a promotion for extra days of rail travel across 28 countries and the chance to win a trip around Europe.

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Brief.

Develop and manage an influencer-led marketing campaign leveraging Eurail’s March promotional offer, driving consumer engagement and sales of Eurail Passes.

Execution.

We sent five influencers on the road (literally) with different themed itineraries around Europe. Each was tasked with raising awareness of the Eurail Pass (and Eurail destination), by driving consumer engagement and interest in Eurail via a ‘win a trip’ competition.

Our media strategy included a partnership with Junkee Media, highly targeted Facebook and Instagram advertising, as well as via STA Travel (Australia) digital and in-store channels, in addition to influencer’s personal channels.

April’s follow-up campaign re-targeted audience with the specific focus on driving sales for Eurrail.

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M
REACH
COMPETITION ENTRIES
K
CAMPAIGN ENGAGEMENTS
K
CLICKS TO STA TRAVEL
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“What an impressing result! You’ve clearly set a very high standard for other agencies”

– Eurail

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