Promotion campaign for the German market
- To boost sales and Deutsche Bahn/ SNCF traffic for leisure passengers in 2nd class and to reach urban DINK clientèle
- To position Paris and its region as the top destination for the autumn, based on a strong cultural theme
About the message: En route to Paris, fast and low cost, for a unique experience and to make the most of a special offer of €39 (for 2nd class tickets), made available by Alleo GmbH.
Within this context, the CRT got together with its partner, the Musée de l’Armée – l’Hôtel national des Invalides, to provide a cultural promotion in the form of buy one ticket, get the second ticket free when you present the promotional train ticket.
The Musée de l’Armée – l’Hôtel national des Invalides will welcome German visitors to its permanent collections and temporary exhibitions. They can also access the Eglise du Dôme which houses Napoleon I's tomb.
The CRT, Alleo GmbH (Deutsche Bahn/ SNCF), Voyages-sncf.com and Atout France have therefore created a joint campaign in German, split into two phases :
1) From 25 August to 14 September: promotion phase
Over 21 days, the campaign was visible in the largest metro stations in Frankfurt and Stuttgart (more than 13,000 spots), advertising inserts were placed in written press (Sonntag Aktuell Gesamtbelegung Reise, Welt et RheinMainMedia), and online advertising was used for a display campaign in the Frankfurt, Stuttgart and Munich catchment areas.
On 29 August from 10am to 6pm in Bornheim, right in the heart of Frankfurt, an event was put on to accompany the campaign:
A 2CV (adored by the Germans!) in campaign colours was placed next to a photo booth to capture the moment and leave a lasting impression. The photos can now be posted on social networks with the hashtag #zugignachparis
Eight other 2CVs in campaign colours will drive around the city distributing flyers informing people of the photo event taking place in the town centre.
During this promotion phase, clients could then buy their tickets through all usual channels (ticket offices, the Voyages-sncf.com website, cff.ch website etc.)
2) From 24 September to 12 November: travel phase
German visitors go to Paris to discover the musée de l’Armée – Hôtel national des Invalides!
This will also be an opportunity for visitors to discover the renovated cultural and architectural landscape of the autumn season: the reopening of the Musée Picasso Paris, the Monnaie de Paris with the Guy Savoy's gourmet restaurant, the openning of the Louis Vuitton Foundation (a building by Frank Gehry) and more, as well as to have time to enjoy a shopping spree (online guide available at visitparisregion.com)