Successful Blue Monday campaign by Eurail.com
Dutch webshop sells thousands of train passes worldwide during their six-day online sale
Utrecht, January 23 2018
Eurail.com, the Dutch ecommerce company that sells Interrail and Eurail passes around the globe, has kicked off 2018 in style with their Blue Monday campaign. With uplifting content about the beauty of Europe and an attractive discount, the Utrecht-based company brought rays of sunshine to the most gloomy day of the year. Worldwide, over 4.000 train passes were sold in six days time, nearly four times more than during that same period last year.
The cross-medial campaign was launched in 10 different languages and promoted through the means of e-mail marketing, Eurail.com’s social media channels, Google Display advertising and affiliates. A special landing page was created with content revolving around Blue Monday and a discount offer for all European train passes. On this page, a countdown clock increased the campaign’s sense of urgency, which resulted in a significant peak throughout the final hours. Over 1,2 million people were reached through the social media channels (Facebook, Twitter en Instagram), and the Customer Service team was instrumental in pointing potential buyers towards the Blue Monday campaign.
The Dutch railways NS International, the German railways DB , the Belgian railways NMBS and travel platform RailCC, all whitelabel partners of Eurail.com, took part in the campaign. They as well saw a significant rise in the sale of Interrail Passes during the campaign.
“Eurail.com is focussing more and more on short campaigns that are aligned with current events and are recognisable for our travellers. A good example of this is the campaign we did last November for Black Friday and Cyber Monday. Just like that one, the recent Blue Monday campaign was a big hit. Therefore, we’ll be doing more of these short campaigns in the upcoming year, revolving around themes that appeal to our customers. And listening carefully to those customers is a central element at Eurail, in everything that we do.” says Dennis Rijntjes, Business Develoment Manager at Eurail.com.
Most of the Interrail Passes (train passes for Europeans) were sold by Eurail.com to travellers from the United Kingdom, Spain and Germany. The Eurail Passes, meant for travellers from outside of Europe, were most popular in the United States, South Korea and Australia. Aside from that, customers from dozens of other countries worldwide managed to find the Blue Monday campaign.
Brenda van Leeuwen, CEO at Eurail.com says: “Our passes can’t be compared with your average train journey. Experience tells us that our customers regard Eurailing or Interrailing as a truly unique experience. That’s why in our campaigns we emphasize on this experience, that goes beyond the train journey and opens up a world of new destinations and cultures. The numbers show that our customers approve of this approach.”