News Article ————

Eurail’s eCommerce Connection are the In-house Paid Media Team of the Year

Author image Published by Jasiah Jasiah
Published Date 09.10.2023

Eurail’s eCommerce Connection is a new team, brought together at the start of 2022, but has already achieved some phenomenal marketing and sales outcomes. We’re delighted to be recognised for this and win In-house Paid Media Team of the Year.

Eurail BV – Travel in 33 countries with 1 rail Pass

Established in 1959, Eurail gives travellers from all over the world the opportunity to experience flexible, borderless train travel across Europe. With a Eurail or Interrail Pass (for non-European and European residents respectively), travellers of all ages can use an expansive network of train and ferry connections to travel sustainably in and between up to 33 countries. Eurail BV, based in Utrecht, the Netherlands, is responsible for the sales, marketing and management of Eurail and Interrail Passes, with 2 official channels: Eurail.com & Interrail.eu.

eCommerce Connection team

Our new team brings together paid channel owners (Social, Display, SEA), in-house creators (Copywriter and Visual Designer), SEO Manager and a Data Analyst. The goal was to create a self-sufficient paid media team, which could collaborate closely and experiment more, turning around campaigns and results faster.

This fast and responsive approach was needed in the unpredictable post-covid travel market. So the team adopted an agile workflow, turning around creative requests in two-week sprints; and a data-led growth mindset, using data to identify easy wins and market opportunities.

Targeting 2.0

eCommerce Connection puts the customer at the centre of everything we do. By adopting a full-funnel approach, we attempted to engage them at every stage, from awareness to conversion, keeping copy and visuals consistent and optimised throughout.

We reached our customers with improved targeting, going beyond demographics. Using two new audience profiles, we increased our understanding of who the personas are – their interests and motivations. This informed the creation of dedicated copy and visuals for each persona per campaign.

We even experienced being a customer, embarking on our own 7-day Interrail trip across Europe, with all its challenges and rewards.

Increased brand awareness and sales

All of this produced phenomenal 2022 results. Aided brand awareness increased by 22%, while online ad recall increased by 186%. Meanwhile, 2022’s sales total of 650k Passes indicated a recovery from the covid-19 crisis (139k Passes in 2021) and even a 120% increase on the pre-covid market (295k Passes in 2019). We are extremely proud and excited because this translates into 650,000 travellers getting on a train to explore Europe in sustainable way.

“Eurail’s eCommerce Connection team goes one step further. They constantly conduct industry research to stay up to date with trends, reviewing results, and experiment to identify new growth opportunities. This all resulted in the biggest commercial success in the history of the company.” – Roel Verhagen, Eurail’s Chief Customer Officer (CCO)

An evolving team

After the success of 2022, the eCommerce Connection team continued to evolve. All members received more opportunities to grow their careers, with new positions or upskilling. The team also grew with new members, including a Digital Marketing Coordinator, to further coordinate and align our paid channels; and a new Web Analyst, to keep us all informed and focused on data.

The team’s success has continued, with a historic sale of over 1 million Passes in 2023. We look forward to further success in 2024.

Share Facebook LinkedIn Twitter

Related News

Image: Celebrating Success: Arvo Partners’ Journey to the European Paid Media Awards Finalist Celebrating Success: Arvo Partners’ Journey to the European Paid Media Awards Finalist At Arvo Partners, we’re thrilled to be recognized as finalists in the prestigious European Paid Media Awards. This honor reflects our dedication to innovation, strategic thinking, and impactful results in the competitive field of paid media. About Arvo Partners Founded in 2014, Arvo Partners has grown into a leading eCommerce and multi-channel commerce consultancy based […] Read More
Image: Award Acclaim for Arke: Five Finalist Categories Announced Award Acclaim for Arke: Five Finalist Categories Announced It’s been a busy start to the year at Arke HQ, and we’re still reeling from some of the exciting news we’ve shared already this year. From our partnership with London Gatwick making headlines, to the appointment of our new MD, Alex Watson and not forgetting the reveal of our shiny new website! Phew, we […] Read More
Image: Bind Media Wins 2023 European Paid Media Award Bind Media Wins 2023 European Paid Media Award Hey, we are Bind Media, an independent agency specialising in paid media, based in Bath in the UK. In the year 2023, we marked a significant milestone – five years of dedicated support to a diverse clientele, spanning from family-owned enterprises and startups to internationally renowned brands. Our team now stands at 24 strong colleagues, […] Read More