Increase revenue, Strengthen customer relationships
The romance of the railway: Climb aboard, sit back and gain customers
Rhaetian Railway
With nostalgia, personal appeal and a touch of luxury, the Rhaetian Railway (RhB) attracted new passengers for its historic Glacier Pullman Express. This cross-media campaign combined a digital and a physical channel – and turned interest into bookings.
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Highly impressive results
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121,394
e-mails sent in two waves
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3,500
postcards sent to openers / openers and clickers / clickers of e-mails
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High-priced
bookings
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Strong brand and image compatibility
between RhB and Swiss Post
Our approach
Graubünden railway culture as an exclusive rail travel experience: the Glacier Pullman Express is the only original 1930s Art Deco-style luxury train in Switzerland – more boutique hotel stay on rails than conventional train journey. The special train takes two days to cover a spectacular route from St. Moritz via Andermatt to Zermatt.
To market this exclusive experience, RhB worked up a cross-media campaign together with Post Advertising. The main goal was clearly defined: to generate bookings for high-priced rail travel, while at the same time increasing awareness of the service and testing new advertising opportunities.
Nostalgic charm sold through personal e-mail and postcard
The focus was on new customers aged 55 and over from German-speaking Switzerland who enjoy travelling. The first contact was with a personalized initial e-mail, followed by a reminder e-mail. Those who opened one of the e-mails and clicked a link received a high-quality, addressed postcard as a haptic touchpoint. Thanks to the above-average opening and click rates, almost five times more postcards than planned were sent. The combination of data-based targeting and haptic charm worked. RhB was not only extremely satisfied with the numerous bookings, but also with the fit between its brand and Swiss Post.
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Thanks to the targeted personal approach, we were able to tailor the campaign precisely to our target group’s needs, which led to a noticeable increase in the impact of the advertising. The good campaign numbers demonstrate strong brand affinity and show that Swiss Post is an ideal and proven advertising partner for the RhB.
Chantal Berger, Market Manager for Switzerland, Rhaetian Railway
Advertising materials
