ÖBB Austria Railways – HOW OH! (Austria)
Agency name: PKP proximity Client name: ÖBB Austria Railways Category: Integrated Communication
BACKGROUND
Travelling by train is not hip among young Austrians. The campaign target: to motivate young people to travel by train in their summer holidays and to sell 120,000 summer-tickets (+5% vs 2006).
The ÖBB summer-ticket is a special holiday-offer from the Austrian Railway company ÖBB for unlimited train use for € 19 (age <20) resp. € 49 (age <26) – and is only available with the ÖBB VORTEILScard.
OBJECTIVES
To motivate young Austrians to travel...