DB Bahn and the German National Tourist Office launch online campaign - www.dbfestivals.co.uk - to e

From: 3Sixty / Deutsche Bahn
Published: Sun Mar 14 2010


German national rail company, DB Bahn will launch a digital campaign this week to help promote European train travel to young UK holidaymakers. The campaign which includes a microsite and promotional activity, has been created and developed by leading digital marketing agency, 3Sixty and takes a live music theme.

Entitled ‘There’s More To Travel Than Just A Destination – Where’s Your Sense of Adventure’, the campaign aims to raise awareness of DB Bahn within 18-26 year olds in London and the South East and the fact that it is possible to book train journeys in Europe with Deutsche Bahn. The work will invite the target audience to consider train travel as an exciting alternative to flying and takes its inspiration from the number of music festivals that now exist around Europe and the fun that can be had by travelling to them by train.

Promotional activity offers users the chance to win 4 tickets for the Melt! Festival, a 3-day event in mid-July held in a giant industrial coal mine in the city of steel, near Dessau, Germany. Runner-up prizes include discounted rail travel and tickets to Berlin Festival as well as a weekend trip to Cologne. The festival features music from pop, indie and electronica dance though to ambient beats and hop hop, spread across 6 floors with more than 80 live acts appearing over the weekend. Headlining acts confirmed for 2010 include Massive Attack, The XX, Booka Shade and DJ Shadow, The Wombats, Foals, and Blood Red Shoes. All users need to do to enter is to answer four questions about destinations along the route to the festival. By including their email addresses, users will automatically receive a 10% discount voucher redeemable against future DB train travel.

The competition can be entered through DB Bahn’s UK website www.bahn.com/uk, the German National Tourist Board’s website www.germany-tourism.co.uk or through banners on many student websites.

Chris Thurling, Managing Director, 3Sixty comments: "Through pre-campaign research, we discovered just how many of this audience post video diaries of their interrailing trips around Europe on YouTube. Added to that was how the journey to a destination can be a key part of the holiday - train travel being seen as a big adventure. With the trend towards young people going abroad to music festivals in the summer, we wanted to say to them ‘why not take the DB Bahn train with your mates, see a load of great stuff and have fun along the way’".

Aisha Saharan, Marketing Manager, DB Bahn Sales UK comments: "There seems to be a low awareness in the UK that it is possible to book train journeys into Europe with Deutsche Bahn. Consumers have become used to the cheap flights culture, often overlooking the great benefits and ease of use to be had with train travel. Our launch will start a dialogue with young people around the UK and demonstrate the fun that is to be had in travelling by train through Europe to a festival like Melt!"

ENDS

For more information, please contact:
Sam Bowen at SBPublicity: Tel: 07855 794461 Email: sam@sbpublicity.co.uk
Company: 3Sixty / Deutsche Bahn
Contact Name: sambowen
Contact Email: sam@sbpublicity.co.uk
Contact Phone: 07855 794461

Visit website »