German national rail company targets young UK holidaymakers

Deutsche Bahn has appointed digital marketing agency, 3Sixty, as its first agency of record in the UK.

The agency will devise a campaign to promote European train travel to young UK holidaymakers. It will build a campaign targeted at 18-26-year-olds, particularly in London and the South East, to increase visits to a Deutsche Bahn campaign site.

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" to raise awareness of the company among the target group.

Aisha Saharan, marketing manager at Deutsche Bahn UK Sales, said: "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."

The online campaign will include the development of a microsite, which users can sign up to, discuss favourite train travel destinations and receive discount vouchers for travel on the rail network.  A competition will provide an opportunity to win free travel and entry for four to a major European music festival, with the campaign aimed at encouraging its target market to travel to Europe by train rather than flying.

The digital campaign is set to launch early this year.

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