NEW LOOK FOR EURAIL
Eurail, the company behind the popular Eurail and Interrail Passes, has a new look, featuring a visual identity designed to pay tribute to its heritage while embracing what’s to come for rail travel.
Introduced in 1959 and 1972 respectively, the Eurail or Interrail Pass (for non-European and European citizens respectively), are available to travellers of all ages for use on an expansive network of train and ferry connections to travel in and between up to 33 countries.
The new design project is a partnership between Eurail and their Amsterdam-based brand agency, Fitzroy; and is an extension of work they have completed together since 2020 which includes an updated brand and creative strategy.
“The final design product is a true embodiment of the brand’s essence – capturing the curiosity to travel with a Eurail or Interrail Pass,” says Eurail.
Eurail’s products have been built on decades of brand-name recognition for the Eurail Pass and Interrail Pass, with “Eurailing” and “Interrailing” even becoming verbs in their own right.
With the launch of the new design, the company says it is striving to build visual recognition alongside product recognition to bolster the impact of its marketing activities and remain unique in a highly competitive travel landscape.
Importantly, the design is meant to meet the current demands of marketing in a digital-first age and to remain top of mind and relevant in the highly competitive European travel market.
Since 2020, Eurail has offered a Mobile Pass alongside its traditional paper Pass and it is clearly a product Eurail audiences have an appetite for – given that now over 92% of Pass sales via Eurail.com and Interrail.eu are for a mobile Pass.
Eurail and Interrail Passes are available via the Eurail.com and Interrail.eu web shops, as well as via an extensive network of trusted distribution partners worldwide. Eurail B.V. is owned by over 35 European railway and ferry companies, and is based in Utrecht, the Netherlands.
First published at Travel Industry Today