WHITE PLAINS, NY: Rail Europe, a distributor of European rail passes and train tickets for North American travelers, has selected Zeno Group as AOR for the US and Canada following a competitive review.
Seven firms competed in the “rigorous RFP,” and three agencies made it to the final round, said Beth DeMarte, VP of marketing communications and promotions at Rail Europe. She declined to name the other finalists.
The company, which represents more than 50 European train companies, worked with Lou Hammond & Associates as its PR agency partner for the last three years, DeMarte added. Representatives from Lou Hammond were not immediately available for comment.
“As we went through that process, we felt that Zeno's enthusiasm bubbled through in terms of the opportunities to get a great story out in representing the Rail Europe brand in new and different ways that we haven't previously attempted,” she explained.
DeMarte added that Zeno showed the brand ways to join conversations with consumers in print, online, and social media that it had not tried before, including stretching beyond traditional travel-marketing efforts.
She said that Rail Europe has a vast audience of prospective European travelers, including families, groups, and individuals, which is why Zeno will work with the brand on media relations, promotions, and “out-of-the- box thinking.”
Zeno will also consult on social media efforts for Rail Europe, as well as blogger outreach.
In addition to engaging more consumers in the US and Canada, Zeno is tasked with helping the company “bring attention to the category of European rail travel.”
Rail Europe also works with MassIdeas on PR in Mexico, said DeMarte.