Eurail: Slow Travel x Slow Food
Building a partnership between Eurail and chef and author, Ella Mittas, as well as food and travel photographer, Sarah Pannell, to explore the intersection of slow travel x slow food.
PR Case Study: Rail Travel Public Relations Campaign
Designed to inspire culturally-savvy and consciously-minded Aussies to travel beyond the already-familiar foodie capitals of Europe, Helm harnessed a partnership with an up-and-coming chef and food photographer.
Showcasing lesser-visited parts of Greece, and highlighting its little-known northern neighbour Bulgaria, the partnership tapped into Ella’s Greek ancestry, providing a platform for her to authentically reconnect with her roots while also visiting places new.
Accompanied by media, Ella and Sarah’s slow rail journey involved meeting with local chefs and producers along the way, helping the group to delve into the slow food movement sweeping through this part of Europe.
This richness of content allowed for engaging tourism storytelling and provided the opportunity to tell Eurail’s slow travel messages in a mouthwatering way.
Supported with photography taken from the trip, and with travel-inspired recipes designed by Ella, a comprehensive media kit was created and pitched to travel, food and lifestyle media across Australia.
Helm also worked with Ella to host a media event in collaboration with a trending Melbourne restaurant, during which Ella cooked up dishes inspired by her travels and used the opportunity to retell and pitch stories from her trip.
The campaign resulted in 22 individual pieces of editorial + 24 earned social media posts + 3.8 million combined reach.
Photos: @sarahpannell