Influencing Australia’s youth to travel Europe by train
For 60 years Eurail passes have enabled convenient, borderless rail travel across Europe.
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.
