Rail’s marketing boost

PERSONALISED content, twoway conversations and better incentives are the cornerstone to Rail Europe’s latest marketing, with the company also providing access to co-op funds via a new Marketing Grant initiative.

Speaking with Travel Daily at a trade launch earlier this week, Rail Europe Marketing, Partnerships and Comms Manager APAC Blaze James said “75% of marketing is rubbish, so we want to go beyond that and have a conversation with our audience and not at them.

“Starting this year our communications are more personalised, more entertaining, informative and engaging, no matter what stage you are at in working with us.”

The company has rolled out a new Once Upon a Train educational and entertaining incentive program which spans a year and uses interactive storytelling to educate agents about the company’s core products and service offering.

Prizes are offered for completion by solving “the mystery of the missing Golden Ticket” with spots to be nabbed at the end of the year on one of three famils.

“So far this year we’ve launched four of the stories for the incentive and we’ve already had a thousand agents complete the quizzes, which is great because when you gameify these things there’s far better engagement and ability to recall product attributes,” said James.

The wholesaler is also encouraging agents to pitch for co-op investment with a Marketing Grant awarded to agents with innovative and creative ways to market one of the company’s products.