Influencing Australia’s youth to travel Europe by train

For 60 years Eurail passes have enabled convenient, borderless rail travel across Europe. 

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Brief.

Eurail approached Example in early 2018 to develop an integrated marketing campaign in the Australian market designed to elevate the brand’s resonance specifically with Aussie youth travellers, and drive sales via partner GSA, STA Travel.

Solution.

Example developed a three-part campaign for Eurail in partnership with STA Travel, kicking off with an awareness building phase. Five high-profile Australian travel and lifestyle influencers were sent to Europe on different themed itineraries, each tasked with showcasing a multitude of European destinations and travel experiences, with Eurail being positioned as the enabler and most convenient way to criss-cross the continent. The influencers included prominent travel bloggers @jordentually and @chloebarryhang, travel content producers @heyitsjessvalentine and @sparrystake (of @flyingthenest), and food and travel blogger @food_feels

Developing beautiful eye-catching and engaging audiovisual content for Eurail and STA Travel, the influencers were also scoped to promote phase two of the campaign, a ‘win a trip’ competition designed to capture data for sales remarketing. The final phase of the campaign saw Eurail, STA Travel and the five influencers, each promote a strong sales call-to-action offer, with competition entrants remarketed to and sales-driving messaging communicated via digital, in-store and paid media channels.

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M+
AUDIENCE REACH
K+
CAMPAIGN ENGAGEMENTS
K+
DATA CAPTURE
+%
SALES INCREASE
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“We found an excellent partner in Example, which knows the tourism industry and really goes the extra mile. Example's professional and highly innovative team has done a tremendous job building and strengthening our brand in Australia. Acting as a true extension of our PR team, they met and exceeded our expectations.”

- Simona Clerici, Eurail

Example acknowledges the traditional custodians of the land on which we work, and we recognise their continuing connection to land and culture.

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69 Roslyn Street, Rushcutters Bay
Sydney, NSW 2011, Australia
+ 61 2 8322 4600

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2 Scanlan Street, Fortitude Valley
Brisbane, QLD 4006, Australia
+61 7 2102 5904

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