Eurail: Slow Travel x Slow Fashion

Helm identified an opportunity to tap into growing consumer awareness and interest in slow fashion and collaborate with Liz Sunshine as a way for Eurail to broaden its reach as a slow lifestyle brand beyond the travel pages.

The partnership saw Helm organise a group media famil to Scandinavia, with Eurail and Liz co-hosting the trip.

A fashion and design focused itinerary was created, allowing media the opportunity to understand tourism and fashion trends first-hand, while also learning more about the slow fashion and slow travel movements through Liz’s camera lens.

By leveraging the pulling power of Liz, and with striking imagery made available to media, Eurail was able to achieve earned media cut-through in otherwise unachievable publications.

In addition to capturing new assets for Eurail and sharing content from the trip via social media, Helm also worked with Liz post-trip to curate a pop-up photo gallery exhibition showcasing framed imagery from the group’s travels through Norway, Sweden and Denmark.

This allowed for another partnership with Scandinavian-inspired furniture store Jardan, with Eurail’s slow travel messages communicated to Jardan’s discerning and consciously-minded audience.

The exhibition was launched with a Sydney media event, where travel, fashion and design media came together to learn more of Liz’s travels, and of the intersection between slow travel x slow fashion.

The campaign resulted in 17 individual pieces of editorial + 38 earned social media posts + 11.9 million combined reach.

Photos: @lizsunshine