Our task was to generate interest in city trips within Germany and Europe by train.

If you visit a city, you often visit its museums as well, and people have a great appreciation for art especially when it comes to landscape paintings.

However, those who choose to travel by train can already enjoy and admire picturesque landscapes along the way. This observation led to the idea of ‘The Art of Travelling': Portrait paintings gaze longingly into painted landscapes (both, created by the same artist, originating from the same era). This draws a comparison to the experience of travelling by train and the scenery that can be enjoyed along the way.

Each motif consists of a portrait and a landscape painting. The search for the right pairs of paintings took months. It was important that all works were painted in the same period, by the same artist, and in the same style. Sensitivity in composition was essential for this task. The portrait had to gaze precisely into the landscape to give the impression that these two works were created for each other.

The campaign is still running. Therefor we don’t have results yet. What we can already see is a significant increase in ticket sales with German Rail within the target group. We also see a spike in interest in website visits and positive sentiment.