Response Magazine - November 2010

“We are a very dynamic team, each with our own vibrant and distinct personality, and getting to meet one of us in person, having a face matching a Facebook profile and answering all questions with a smile instead of through digital text means a great deal to me,” Gabriele says.

Newfangled Marketing for Old-
School Travel

While La Dolce Vita Style has utilized
direct response to help consumers with
where to go, Rail Europe has imple-
mented similar strategy to aid travelers in
how to get there. Rail Europe represents
more than 35 railroads and provides train
travel in most European countries, selling
direct to consumers and to travel agents
with the goal of making transportation
that rail is a possibility, and there is also
a misconception about it being slow or
inefficient. Because of that, we have to do
more than promote Rail Europe as a com-
pany alone — we have to raise awareness
of train travel itself.”
Rail Europe researched its target
audience and learned 60 percent of its
customers had Facebook accounts and

30 percent were active Facebook users. The company determined many of its consumers were on social networks before Rail Europe’s traditional site itself, so the company decided to target the No.

1 social-networking site to better engage their users, Ruellan says.

The idea behind Rail Europe’s foray

Continued >

“People are used to having
everything in the palm of their
hand now; mobile will allow
us to have a much more instant
interaction. it creates a fast-
moving dialogue ... it’s a real
conversation, it’s exciting and
it’s better for both sides.”
— Lauren o’Reilly, tablet Hotels

Behold, the Venable team at work.

All the right pieces. All working together.

in Europe more simple and accessible to American travelers.

Traveling by train is the best way to get around Europe, but it can be intimidating to newer American travelers unfamiliar with the mode of transportation, according to Lothaire Ruellan, director of online marketing. To combat this, Rail Europe has journeyed into social media applications to communicate more effectively with its U.S. consumers.

“Ten million North Americans travel every year, but only 30 percent use rail in Europe. There’s a huge group of potential customers there for us by addressing those 7 million whom we could target,” Ruellan says. “A lot of people are not aware

Because we immerse ourselves in our clients’ businesses, we recognize that many issues and opportunities have more than one moving part. From the outset, we bring together lawyers who have achieved exceptional results across a wide range of industry issues including product development; labeling and packaging; advertising content; copyrights, patents and trademarks; deceptive trade practices; compliance; and many others. You get creative, pragmatic and integrated solutions that are grounded in the reality that matters most. Yours.

Jeff Knowles | 202.344.4860 | jdknowles@Venable.com Ed Glynn | 202.344.4805 | efglynn@Venable.com Joe Shull | 202.344.4821 | jashull@Venable.com Gary Hailey | 202.344.4997 | gdhailey@Venable.com Roger Colaizzi | 202.344.8051 | racolaizzi@Venable.com