Deutsche Bahn: Rediscover Germany

Carla Mueller

Rail operator Deutsche Bahn collaborated with state tourism associations and motivated Germans to holiday in Germany and get there by train during COVID-19, using a multichannel and personalised campaign based on surprising locations.

Campaign details

Brand: Deutsche BahnBrand owner: Deutsche BahnEntrant company: Ogilvy FrankfurtIdea creation: Ogilvy FrankfurtMarket: GermanySector: Rail, coach, boat & car rentalMedia channels: Content marketing, Direct marketing, Online video, Outdoor, Out-of-home, Print - general, Unspecified, Social media, Television & connected TV, Websites & micrositesBudget: 1 - 3 million

Executive summary

In the COVID-19 summer of 2020, Deutsche Bahn, the national railway company in Germany, wanted to motivate people to

go on holiday in Germany and travel by train. All while competing against a projected 50% decline in...

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