Cannes Lions

TRAIN SERVICE

JWT/PPGH GROUP, Amsterdam / DUTCH RAILWAYS / 2006

Awards:

1 Shortlisted Cannes Lions
Presentation Image

Overview

Entries

Credits

Overview

Execution

If all eyes are on the huge, tall ships during SAIL, how do you bring attention to the train in a positive way? If you can't beat them, join them! Prior to the event, a commercial was broadcasted which showed that people could rely on NS, even during a large event as SAIL. On all NS stations people were urged to use NS Summertour to visit SAIL using SAIL posters. On a special website, people could read about the possibility of winning a VIP tour on the Sailtrain with their NS Summertour ticket.

Outcome

With the promotional tour of the Sailtrain through the Netherlands, which was done prior to the actual event, a great amount of free publicity was generated (almost every newpaper and broadcast featured an item) NS transported 1.2 milion passengers in 4 days to SAIL Amsterdam 2005, which was 200,000 passengers more than in 2005.NS Summertour sales were boosted and reached sales target for the first time during the seperate Summertour campaign.

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