Rail Europe: High Speed Train Launch
Europe is Shrinking? O My. An integrated PR effort to introduce New Yorkers to Europe’s high speed rail network.
The challenge was to spread the word without any paid media and a laughably small budget. Lucky for us, our campaign attracted a lot of free press and 150,000 site visitors within a few days. This was before days of Facebook ‘likes’ and Twitter. Here’s what went down:
LIVE PROTESTS
Here, protestors rally against a ‘shrinking Europe’ after hearing about the the world’s fastest train, the TGV150, at a Rail Europe conference.
INSTALLATIONS
Where protestors couldn’t go, monuments symbolized a shrinking Europe. Pictured: Mini-Arc De Triomphe
And a wee leaning tower…
IN THE "NEWS"
1000 of these papers were distributed. We had to print extra copies.
ALSO IN THE REAL NEWS
Gawker got in trouble for some Anti European snark. Love Gawker!
FLYERS
EVEN A MICROSITE
The ‘protestors’ also had a website where they warned people not to buy tickets. But we all know what happens when you tell people NOT to do something. Why is that?
The site had downloadable posters which were also featured in travel magazines.
Despite our fears, New Yorkers were savvy enough to pick up on the satire. This was all planned as an awareness campaign but Rail Europe even saw a hike in bookings for the summer!