The German rail company Deutsche Bahn and the advertising company Ogilvy set out to try and make more people travel locally by train than long distances overseas by plane. They came up with a brilliant but simple idea: Show off places close to home that are almost identical to famous landmarks around the world, in China, Tokyo, Italy, the United States. (See the video of the campaign, at the end.)

german rail ad campaign oglivy
Arizona versus the Rhineland.
german rail ad campaign oglivy
Oregon versus Bavaria.

The “No Need to Fly – Around the World in Germany” campaign, which kicked off in the middle of the year, flooded social media with the contrasting photographs and showed how it cost 19 Euros to take a German Rail train (Deutsche Bahn) versus more than 1,000 Euros to fly to the other. The campaign tried to show how the local destinations could be just as exciting and left much less of a carbon footprint.

The campaign led to a 24 percent boost in revenue

german rail ad campaign oglivy

german rail ad campaign oglivy

In the media publication Contagious it was reported last week that the campaign led to the sale of two million rail tickets, a 24 percent boost in revenue.

german rail ad campaign oglivy