Europe-wide influencer campaign promotes European Year of Rail

2021 was the year of rail. As part of the European Year of Rail, a special EU train criss-crossed the continent from 2 September to 7 October 2021, stopping in over 100 cities in 26 countries: The Connecting Europe Express!

In order to spread the awareness and impact of the campaign on social media, mc Group screened and partnered with influencers from different countries (including Germany, Greece, Croatia, Poland, Portugal, France, etc.) in the fields of sustainable lifestyle, green travel, train accessibility, etc. More specifically, from mega-influencers to micro-influencers, the 11 influencers created buzz on the internet about Connecting Europe Express, the DiscoverEU initiative (#DiscoverEU), and the European Rail Year filter produced by mc Group.

This initiative not only helped to increase the campaign awareness by enriching the campaign’s content strategy, but also expanded mc Group’s global influencer network.