The Challenge

Trainline, European’s go-to app for train travel, was ready to expand with a focus on Americans considering European travel. Trainline wanted to capitalize on the summer booking season, introducing the brand in a culturally relevant way that would appeal to an array of leisure travelers, from solo Millennials to couples and families.

Our research revealed that Americans interested in European travel also had a propensity for style, food and entertainment. Born from that was our idea to introduce Americans to not just train travel, but “Trainleisure”—a truly buzzworthy European travel experience, courtesy of Trainline.

The Solution

We launched a three-pronged campaign with each facet captained by a different power influencer. These “Trainline Conductors” brought authentic storytelling, with content and stories steeped in their passion for train travel. We created Trainline’s “Trainleisure Style Guide to Europe” with what to wear tips inspired by trending Trainline destinations, brought to life at a L.A. fashion show hosted by Stylist Tan France of Netflix’s Queer Eye. Actor and model train collector David Hasselhoff challenged Americans to “travel like The Hoff” with co-created rail itineraries and Trainline’s Chief Conductor Contest, which rewarded one lucky winner with an all-expense paid European vacation. Chef Katie Lee Biegel, whose fiancé proposed on a train, brought a taste of Europe to Grand Central with themed European activities—all discoverable by cross-continent rail travel—to stop busy New Yorkers in their ‘tracks’ and drive media attention.

The Result

Our campaign had immediate impact, with an 8% increase in brand recognition among Americans traveling to Europe, according to Trainline research.

360 delivered coverage of the brand in prominent US media—Conde Nast Traveler, The Wall Street Journal Weekend, The Washington Post Style, E! News, People, INSIDER and dozens of others. The coverage translated to 7 billion earned media impressions, with 66 articles featuring a brand spokesperson and half of stories including a link to Trainline. The NYC activation drove $110K in immediate ticket sales with campaign promo code.

Trainline dominated share of earned media among its competitors in the US market and, most important, the campaign drove a “substantial” increase in year-over-year ticket sales on the Trainline app.