The Interrail Effect: A Fresh Perspective on Travel Advertising
Travel ads often present an idyllic picture: stunning landscapes, perfectly groomed models, and slogans that charm but lack substance. While this approach resonates with many, it falls short for those hesitant to explore new terrains, especially in a foreign land.
This challenge called for innovative strategies, which global brand consultancy We Are Pi, alongside social agency Butterfly Effect, tackled while collaborating with Interrail B.V. They aimed to revitalize the campaign for a European rail travel scheme allowing users to traverse the continent affordably.
Rebranding for Clarity
Both Interrail and Eurail catered to similar audiences but required consolidation under the unified identity of Interrail B.V. This rebranding effort aimed to eliminate confusion while enhancing brand visibility.
Embracing the Journey
The campaign cleverly counters the notion that flying is inherently superior due to speed. Instead, it promotes the idea that journeys can be enriching, encapsulated in their new concept, The Interrail Effect. A survey revealed that 70% of Interrail customers felt transformed by their experiences, viewing them as more profound than traditional vacations.
Visual Storytelling
Interrail’s promotional materials featured a stylized map of Europe, intertwined with a yellow line representing train routes. This design cleverly articulates the sentiment: “Realising the best bit is between here and there.” By requiring engagement from the audience to decipher the message, it creates a memorable impact.
Creator-Driven Content
Another innovative aspect involved engaging 30 creators from various countries, who documented their travels through short video clips. This content balances casual and cinematic styles, appealing to a broader audience that may not resonate with overly polished travel films.
Ultimately, this campaign stands out not because it’s groundbreaking, but because it captures the essence of travel through the lens of those who’ve experienced its transformative power. As Özlem Birkalan, chief brand and commercial officer at Interrail, stated, they’re building the brand around the profound experiences of travelers rather than just the destinations.
The campaign launched on September 10 across multiple channels, including social platforms, ensuring a wide audience reach and engagement.
