We Are Pi and Butterfly Effect Launch Interrail Campaign Rejecting Travel Ad Cliches
On 10 September, We Are Pi, a global brand consultancy, partnered with Butterfly Effect to unveil a campaign for Interrail B.V., aimed at audiences in the UK, Australia, and the US across multiple media platforms. Central to the campaign is a poster showcasing a stylized map of Europe alongside the tagline, "Realising the best bit is between here and there." A survey indicated that approximately 70% of Interrail users believed their journeys altered their perspectives, with many considering these experiences more significant than other forms of travel. The initiative, which emphasizes The Interrail Effect, contests the belief that flying is superior due to its speed. Additionally, Interrail B.V. has integrated Eurail into its brand. Özlem Birkalan highlighted the emphasis on travel's transformative power.
Key facts
- We Are Pi created the campaign with social agency Butterfly Effect for Interrail B.V.
- The campaign launched globally on 10 September in the UK, Australia and the US
- The launch poster turns a sentence into a train route across a stylised map of Europe
- The poster sentence reads "Realising the best bit is between here and there."
- Around 70% of surveyed Interrail customers said their trip changed how they see the world
- 30 creators from the US, Canada, Australia and Europe made short video clips for the campaign
- Eurail was folded into the Interrail brand after Eurail B.V. renamed itself Interrail B.V. earlier in the year
- Özlem Birkalan is chief brand and commercial officer at Interrail
Entities
Artists
- Özlem Birkalan
Institutions
- We Are Pi
- Butterfly Effect
- Interrail B.V.
- Eurail B.V.
- Interrail
- Eurail
- Creative Boom
Locations
- Europe
- Netherlands
- UK
- United Kingdom
- Australia
- US
- United States
- Canada