Travelport (NYSE: TVPT), the leading travel commerce platform, is proud to be part of a consortium that has been selected by the European Travel Commission (ETC) to deliver a major new transnational destination marketing campaign designed to attract tens of thousands of tourists from China to Europe in 2018 and 2019.
In addition to Travelport, the winning consortium includes Eurail Group and National Geographic and will work in close cooperation with the United Nations Educational, Scientific and Cultural organization (UNESCO). The project was initiated as part of 2018 EU-China Tourism Year, which is being led by the European Commission and the Ministry of Culture and Tourism of the People’s Republic of China in collaboration with the European Travel Commission (ETC). It is supported by member countries of the European Union and the ETC.
The scope of the project is to promote the World Heritage Journeys of the European Union platform by rail, which features unique itineraries and experiences developed by UNESCO and National Geographic. The platform is co-funded by the European Union and promotes sustainable travel to some of the most remarkable World Heritage sites in Europe. China is a key source market for the initiative, and the Journeys have been designed to reflect four themes: Ancient, Romantic, Royal and Underground Europe. All these Journeys are fully accessible using the Eurail Pass, a single Pass that allows travel between over 40,000 railway stations across 10,000 destinations in 28 different countries in Europe.
Travelport’s role in the project is to deliver a programmatic media solution, which utilizes the company’s partnerships in mainland China to promote campaign content to over 6 million people in the country that fit the desired audience profile.
As part of the campaign, National Geographic will create a short form campaign video showcasing the sites and heritage journeys by rail, which will be shared on National Geographic social platforms in China.
Commenting on the agreement, Eduardo Santander, CEO at the ETC said: “We felt the approach that Eurail Group, UNESCO, Travelport and National Geographic put forward was unique, innovative and more than capable of convincing tens of thousands of tourists from China to come to Europe and immerse themselves in our culture and heritage. We are looking forward to working with the team to make the 2018 EU-China Tourism Year an initiative to remember.”
Anna Au-Yeung, Global Head of Destination Marketing at Travelport, added: “We are proud to have been selected by the European Travel Commission, along with our partners, to deliver a project of this scale and importance. We believe this reflects the value our team, technology, and partnerships provide in reaching targeted audiences in China. We look forward to working with all those involved to set a new benchmark for transnational destination marketing.”
Carlo Boselli, General Manager for Eurail Group, the company behind the Eurail Pass, said: “Together with our consortium members, we are truly committed to this new and exciting project to engage Chinese travellers in experiential, cultural travel. Synonymous with borderless rail travel throughout Europe, Eurail has become the passport to the geographical, historical, and cultural richness of Europe, through one of the most environmentally sustainable ways to explore it – rail.”
Frank Biasi, Director of Digital Development and Travel, Maps Division at National Geographic, said: “National Geographic strives to take its audience deeper into the culture and history of the places we visit. Our audience is curious and wants to go further, exploring the world in new and surprising ways that reveal the richness and diversity of our amazing planet. Through these rail journeys, Chinese travelers can experience Europe’s World Heritage easily and sustainably, through the EU’s exceptional transnational rail network. We’re thrilled to share these new World Heritage Journeys with the growing Chinese travel market.”
Travelport is the technology company which makes the experience of buying and managing travel continually better. It operates a travel commerce platform providing distribution, technology, payment and other solutions for the global travel and tourism industry. The company facilitates travel commerce by connecting the world’s leading travel providers with online and offline travel buyers in a proprietary business-to-business (B2B) travel platform.
Travelport has a leading position in airline merchandising, hotel content and distribution, car rental, mobile commerce and B2B payment solutions. The company also provides IT services to airlines, such as shopping, ticketing, departure control and other solutions. With net revenue of over $2.5 billion in 2018, Travelport is headquartered in Langley, U.K., has over 3,700 employees and is represented in approximately 180 countries and territories.
(www.unesco.org | whc.unesco.org)
UNESCO is the United Nations Educational, Scientific and Cultural Organization. It seeks to build peace through international cooperation in Education, the Sciences and Culture. UNESCO's programmes contribute to the achievement of the Sustainable Development Goals defined in Agenda 2030, adopted by the UN General Assembly in 2015. UNESCO seeks to encourage the identification, protection and preservation of cultural and natural heritage around the world considered to be of outstanding value to humanity. This is embodied in an international treaty called the Convention concerning the Protection of the World Cultural and Natural Heritage, adopted by UNESCO in 1972.
About Eurail Group G.I.E.
(www.eurailgroup.org | www.eurail.com)
Eurail train passes are synonymous with borderless rail experience throughout Europe, providing multi-destination train travel across the continent. Established in 2001, Eurail Group G.I.E. is the organisation dedicated to the management of Eurail and Interrail products, for both non-European and European residents respectively. Owned by over 35 railway and shipping companies, Eurail Group G.I.E. and Eurail.com, the official sales channel of Eurail and Interrail Passes, partner with hotels, transport companies and attractions to offer additional special benefits to all interrail and Eurail Pass holders across Europe.
About National Geographic Partners LLC
National Geographic Partners LLC (NGP), a joint venture between National Geographic and 21st Century Fox, is committed to bringing the world premium science, adventure and exploration content across an unrivaled portfolio of media assets. NGP combines the global National Geographic television channels (National Geographic Channel, Nat Geo WILD, Nat Geo MUNDO, Nat Geo PEOPLE) with National Geographic’s media and consumer-oriented assets, including National Geographic magazines; National Geographic studios; related digital and social media platforms; books; maps; children’s media; and ancillary activities that include travel, global experiences and events, archival sales, licensing and e-commerce businesses.