With the EU designating 2021 as the European Year of Rail (EYR), the European Travel Commission and Eurail have launched a joint award competition to contribute to the objectives of the EYR, namely; promoting rail tourism among EU citizens, encouraging cross-sectoral dialogue between the rail and tourism sectors, and contributing to the European Green Deal.
The award will be given to marketing campaigns that aim to create synergies between the rail and tourism sectors, and to effectively promote train travel as a sustainable tourism model throughout the EU.
Participants in the award competition will be able to reap various benefits contributing to the exposure and development of their campaigns, such as:
The awards will be split into three categories:
The awards are open to NTOs, DMOs, rail organisations and other entities with significant operations in the European tourism sector. Applications from consortia are also welcomed. This award aims to incentivise new promotional campaigns during the EYR that encourage train travel for tourism. Therefore, applications will be open to campaigns which are in the planning or implementation phase during 2021 (any information disclosed in the application will be treated with utmost confidenitiality and will not shared with third parties).
Campaigns which have already been completed before 01/01/2021 will be considered for the second category.
Types of action
Campaigns and/or campaign proposals must aim at contributing to the objectives defined above, particularly in promoting European rail tourism.
In that regard, promotional campaigns must use the right messages, channels and tactics to engage effectively the target audience. The following actions are examples of possible promotional activities:
Applications will be evaluated by an expert jury comprised of professionals from the tourism, rail and marketing sectors. The results of the jury were announced in an official award ceremony on February 2nd in Engelberg, Switzerland.
Applications for Best European Rail Tourism Campaign 2021 are now closed.