That is the question posed by Voyages-sncf.com in their new UK digital campaign
Tuesday, 13th May 2014 – Voyages-sncf.com, the UK’s leading European rail ticket agency, today launches a consumer online campaign aimed at increasing their brand visibility within the British market following their recent re-naming. The core of the digital strategy focusses on a light-hearted video, highlighting the ease of booking #TheEasyWay via their website, call centre and travel centre.
Given the recent resurgence in rail travel, Voyages-sncf.com is keen to debunk the myth that booking European rail tickets is a difficult process and has created a tongue-in-cheek campaign showing customers attempting to overcome a wide range of obstacles preventing them from obtaining a ticket. The alternative highlights Voyages-sncf.com as #TheEasyWay to book.
Filmed over two days at various locations throughout London, the video concept was developed by creative agency TBWA\Paris and produced by ELSE and HUNGRY MAN.
The video is supported by an interactive online banner advertising campaign that offers the general public the chance to be entered into a draw to win rail tickets to Europe by two completely different methods, the hard option:
– The 24 hours banner users have to click and hold the ticket in the ad for 24 hours non-stop
– The 1 000 000 clicks banner users have to click the banner ad 1 million times
– The 587 miles scrolling banner users have to scroll down the equivalent of 587 miles (the exact distance from London and Geneva)
Alternatively, #TheEasyWay is to enter the dedicated competition on Voyages-sncf.com.
Commenting on the campaign, European brand communications manager for Voyages-sncf UK, Donna Campbell says: “As a relatively new brand in the UK, we are keen to fully embrace the ethos of our parent company that is renowned in France for their edgy and amusing campaigns. Bearing this in mind, we have striven to develop a fun and interactive campaign that uses humour to make our point.”
In addition to the online activity, Voyages-sncf.com will be holding an “other way” challenge day at their central London Travel Centre in Piccadilly on Monday 19th May 2014 from 11am – 3pm. Participants who successfully complete a giant sliding puzzle will be entered into a prize draw to win a pair of rail tickets to Milan, Barcelona, Geneva or Avignon.
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Notes to Editors:
- Voyages-sncf.com was created in 2000 as the travel agent and ticket distribution outlet of SNCF (French National Railways)
- Rail Europe Ltd. was rebranded as Voyages-sncf.com late in 2013
- In 2013, the group sold 75 million tickets with an annual sales revenue of €4 billion across more than 30 countries
- The group has 1000 employees, one third of whom are dedicated to European operations outside of France
About Voyages-sncf.com – Voyages-sncf.com is a key player in the European tourism industry and an expert in railway travel and French destinations. It employs 650 people, a third of whom work exclusively for Europe. Voyages-sncf.com has taken a comprehensive approach to its customers that includes 13 web and mobile sites, five travel centres and an integrated call centre service.
For more information: http://corporate.voyages-sncf.com/
About SNCF Group – Present in 120 countries, SNCF is a world leader in mobility and logistics. Its total workforce of 250,000 generated revenue of €33.8 billion in 2012, with over 1/5 of sales from markets outside France. A public sector group dedicated to public service, SNCF builds on its foundations in rail to offer a broad range of services, delivering seamless door-to-door mobility for transport and logistics operators, passengers and the regional and local governments that are its organizing authorities. SNCF Group targets cross-border and international markets, and has five divisions: SNCF Infra manages, operates, maintains and develops rail and related infrastructure; SNCF Proximités operates local, urban and regional passenger services; SNCF Voyages operates long-distance passenger services and distribution; SNCF Geodis provides freight and logistics services; and Gares & Connexions manages and develops train stations. www.sncf.com