Inspiring thousands to experience the romance of European train travel

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 was appointed mid 2018 as the full-time market representative agency for the popular rail pass.

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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. 

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© Jaime Kowal-4332
M+
AUDIENCE REACH
MEDIA FAMILS & HOSTED EVENTS
+%
PASSENGER INCREASE
+%
SALES INCREASE
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Christmas
EURAILFACEBOOK

“With spectacular music, great weather and a fun family atmosphere, Lost Picnic delivered a remarkable day in its Melbourne debut. 41/2 stars”

- The AU Review

“This October, Sydney’s Lost Picnic will return to The Domain for its biggest event yet. And we’re calling it now… this is shaping up to be one of the best days of the year”

- Happy

“Catch some of Australia’s best music talent while enjoying some top-shelf snacks. Family-friendly music festival Lost Picnic is back for another year and is bringing with it an exciting line-up of fresh artists and fine food”

- Broadsheet

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

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

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

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hey@example.com.au

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