TGV Lyria

Using music festivals to promote Traincations

Tuesday, June 21st, 2011 | Global Cool | No Comments

Traincation competition

Air travel represents 10% of an average Brit’s carbon footprint. Global Cool encourages our audience to consider a flight-free holiday when planning their next short break. We created the Traincation as a hot travel trend and showcased it by taking celebrities to Barcelona, Amsterdam and Munich – exciting destinations that Brits wouldn’t think to reach by train. We filmed our celebrities’ experiences to show our audience that Traincations are a fun and easy alternative to flying.

The celebrity Traincations really caught the imagination of the media. Stories and video appeared in print and online in The Sun, News of the World, Hello, Company magazine and Now Magazine. We used social networks such as Facebook and Twitter to run competitions, talk about the campaign and establish the trend. In fact there were over 132 million opportunities for the public to see the campaign messages.

The campaign positions holidaying by train as aspirational, fun and exciting. The weekly articles not only demonstrate the range of exciting destinations that can be reached by train from the UK but also showed how the train journey can become part of the holiday.

As part of our Traincation campaign this summer, we recently ran a competition to win tickets to Gurten Festival in Bern, Switzerland. The prize also includes train travel to the festival courtesy of Rail EuropeTVG Lyria and Eurostar. Entrants told us – on the Global Cool Facebook page – which artist and song they would like to hear on Traincation and then votes were cast for the best suggestions.

All in all we had 130 entries and the campaign generated a 50 per cent rise in people viewing our Traincation content on Facebook and a similar rise in visits to our website.

What do you think of our Traincation campaign?

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We run Global Cool, the only online magazine in the UK truly inspiring the mainstream to live greener

We create content about music, fashion, celebrity and lifestyle trends. We use this content to inspire people normally turned off by climate change to lead greener lives. We reached more than 200,000 people in 2011 and we don't preach to the converted. In fact, 93% of our audience say we are the only green organisation they engage with.

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