Interrail, one of the most recognisable rail passes for travelling across Europe, has appointed global brand consultancy We Are Pi as its lead strategic and creative agency following a competitive pitch process.
The partnership comes at a time when Interrail is looking to remain relevant to new generations of travellers while strengthening its role within the contemporary travel landscape. Eurail B.V., the company behind Interrail and Eurail passes, has for more than 50 years enabled flexible train travel across Europe, with a network spanning tens of thousands of destinations in over 30 countries.
We Are Pi, on the other hand, positions itself as a global brand consultancy focused on building strong and long-term relevant brand platforms, with a portfolio that includes clients such as Nike, Unilever and Heineken.
As part of the new partnership, the agency will lead the development of brand strategy, a long-term creative platform and integrated campaigns with a strong focus on social and PR, with the first work expected to launch this autumn. Particular emphasis will be placed on the US, Australia and European markets, where Interrail sees growth potential and opportunities to build stronger emotional connections with consumers.
Alex Bennett Grant, founder and CEO at We Are Pi, said “Interrailing is a coming of age journey every generation should experience, that just gets more relevant as people seek more friction, more depth, more connection. We are thrilled to help craft the next chapter of this iconic and important European brand.”
Özlem Birkalan, Chief Brand and Commercial Officer at Interrail, commented: “This marks an important step in the evolution of the Interrail brand. As we refine our purpose and reposition for the future, we were looking for a partner who could bring both strategic depth and creative distinction. We Are Pi demonstrated a strong ability to translate insight into a powerful platform, and we’re excited to collaborate as we shape this next chapter together.”
