Eurail: Market Representation
With Australia moving up the ladder to become Eurail’s second largest market globally, and following successful results delivered as part of an Influencer Campaign in early 2018, Example were appointed mid 2018 as the full-time market representative agency for the popular rail pass.
Brief.
The brief was to keep travel trade partners engaged with the Eurail product and brand, drive ongoing positive media coverage, and to deliver increased passengers and sales.
Solution.
In the 12 months from mid 2018 to mid 2019, Example developed a year-long market strategy incorporating travel trade, public relations and consumer marketing activity. While always-on tactics ensured Eurail remained top-of-mind within the travel space, Example also actively sought to broaden the appeal of the rail pass and drive coverage across a wider cross-section of media outlets.
A major lifestyle platform of culinary adventures was developed, with supporting sub-platforms developed including nature & landscapes, entertainment and Insta-worthy cultural events. These themed messaging platforms informed a year-round programme of media and influencer famils, monthly media pitching, interactive events for travel trade and media targets, travel agent training, sales toolkit development and advertising, all designed to keep Eurail front-of-mind and to position the brand as cool, relevant and topical.
Example’s approach saw public relations activity inform sales & marketing activity, and vice-versa, ensuring a cohesive and engaging roll-out of messaging across multiple touchpoints.
Highlight activities across the year included a strategic partnership with leading Sydney chef Jordan Toft, who not only curated a European-inspired media event in Sydney to celebrate Eurail’s 60th birthday, but who also lead a Eurail media famil through Spain, France and Switzerland with top-tier food, travel and lifestyle journalists, showcasing the Eurail product and experience via a culinary lens.
Other activities included the creation of interactive branded experiences for travel agents and influencers, from Twister-style training games to beautifully-curated surprise gift boxes deliveries.
