Eurail B.V., the organization behind the Eurail and Interrail Passes, has partnered with the full-communications agency krow Group to launch its 2024 global brand film, “Journey.” This campaign celebrates the essence of travel as a voyage of discovery and connection, translating the unique experience of cross-border rail travel into human emotions.
In 2023, Eurail B.V. sold over 1.2 million Eurail and Interrail Passes worldwide, marking a significant milestone. Following this achievement, krow Group was tasked with bringing the diversity and uniqueness of European train travel to life, representing the stories of over a million travelers who use Eurail for flexible, borderless journeys.
The campaign targets solo Gen Z travelers, millennial families, and older couples, weaving three micro-storylines that highlight the experiences of these demographics. Filmed across Italy, Slovenia, and Croatia, the narrative showcases how travelers’ paths intersect, illustrating connections made on the journey. For instance, an elderly couple helps a millennial family before they rush to catch their next train. The film’s soundtrack was composed by songwriter and artist Julie Thompson specifically for the campaign.
Running across major paid digital and social media channels until the end of summer 2024, the campaign aims to highlight the extensive rail network accessible with a Eurail Pass.
Kavita Kooijman, global brand strategist at Eurail, stated, “krow Group has effectively simulated the range of emotions our customers experience when traveling with a Eurail or Interrail Pass and shown just how far you can go with our Passes. The film translates the importance of being curious when traveling and finding a connection with those you share the journey with.”
Owen Farrington, managing partner at krow Group, added, “Working on this project provided an amazing opportunity to explore the emotions tied to travel. We had the chance to tell intimate, human stories, using the Eurail network as our backdrop. The journey itself became a way to create deeper, more meaningful connections with family, friends, locals, and the places encountered along the way.”