Eurail’s offering is freedom of travel, rather than a package holiday. The main USP for a Rail Pass is freedom of choice and travel. When it comes to creatives, then, the focus is on destinations in Europe and landscapes showing scenic train routes, that inspire the possibility of travel.
But what better way of demonstrating the freedom that a Eurail Pass can give you than by sharing the experience of travellers who have made use of the pass? Rather than a generic picture of a town square that could be taken by anyone at any time, NMPi could instead show the hidden gem side street, taken at the golden hour, encapsulating the way someone is feeling at the time of the photo. To do this, travellers using the Eurail Pass were encouraged to upload photos of their travels to Eurail’s site. The images were left unedited to maintain authenticity and steered away from putting any branding on them. This meant that they blended in seamlessly to social feeds.
In the ad copy, NMPi were sure to credit the photographer, and make reference to Eurail’s own social media accounts to encourage social engagement alongside product awareness. Setting these ads live, the team tested two versions against each other – the Eurail creative and the UGC. These ads were pushed out for prospecting and retargeting activity, in carousel formats of 3-4 ads. During the campaign, NMPi optimized spend on better-performing social audiences to focus on improving social KPIs such as click-through rate (CTR), cost per landing-page view, and conversion rate.