German rail operator Deutsche Bahn hires 3Sixty
Digital marketing agency 3Sixty has won a brief from the German national rail company, Deutsche Bahn, to promote European train travel to young UK holidaymakers.
As Deutsche Bahn's first digital marketing agency in the UK, Bristol-based 3Sixty will design and build a campaign around the theme, 'There's more to travel than just a destination - where's your sense of adventure' targeted at 18-26 year olds in London and the South East.
The campaign is inspired by the number of music festivals that now exist around Europe, and will encourage people to reach them by train instead of flying.
The online element will include the development of a Deutsche Bahn microsite where users can sign up and discuss favourite European destinations and recieve discount vouchers for travel on the rail network if booked from within the UK.
A competition will also run offering people the chance to win free travel and entry into a major European music festival for four friends.
Work begins on the digital brief imminently, with the campaign set to launch early this year.
Chris Thurling, 3Sixty's managing director, said: “The name Deutsche Bahn is synonymous with excellent design, hyper-efficiency and everything a modern rail network should be. Our work will demonstrate all these attributes online, engaging young consumers through travel and music and proving the sense of adventure that comes from travelling through Europe by train.”
Aisha Saharan, marketing manager for Deutsche Bahn UK Sales, added: “Our brief is to start a dialogue with young people around the UK and demonstrate the fun that is to be had in travelling by train through Europe.
"3Sixty’s creative approach and expertise in the travel and tourist sector made it an appropriate digital agency partner to help us achieve our online marketing objectives.”