Eurail BV, operator of the Eurail and Interrail passes, has partnered with integrated communications agency krow Group to unveil its global brand film, “Journey”, for 2024. Redefining travel as a journey of discovery and connection, the film inspires the uniqueness of the cross-border rail experience and translates it into human emotions.
In 2023, Eurail BV reached a significant milestone by selling more than 1.2 million Eurail and Interrail passes worldwide. Following this achievement, krow group was tasked with bringing European rail travel to life by portraying the diverse and unique stories of the more than one million travellers who choose Eurail to experience flexible, borderless rail travel.
The campaign narrative, “The Journey”, targets solo travellers, Gen Z, millennial families and older couples and is made up of three mini-storylines that follow the journeys of these age groups.
The film was shot across Italy, Slovenia and Croatia to showcase the extensive rail network included in the pass. The story overlaps with characters on each other's journeys, showing how connections can be made with other travellers, as seen when an elderly couple tenderly help a millennial family before rushing off to catch the next train. To accompany the film, songwriter and artist Julie Thompson has composed a song especially for the campaign.
The 2024 campaign will run across all major paid digital and social media channels until the end of the summer.
Kavita Kooijman, Global Brand Strategist at Eurail, commented: “Krow Group has effectively simulated the range of emotions our customers experience when traveling with a Eurail or Interrail pass, showcasing how far our passes can take you. The film conveys the importance of being curious while traveling and finding connections with the people you travel with.”
Owen Farrington, Managing Partner at krow Group, commented: “Working on this project gave us a fantastic opportunity to explore the emotions associated with travelling. We had the chance to tell an intimate, human story set against the backdrop of the Eurail network, where the journey itself became a way to create deeper, more meaningful connections with family, friends, locals and the places encountered along the way.”
