The „Cyclo-Fun“ Train Strategic plan development and execution, project management, media relations, brand building and marketing/promotion

“It’s only thanks to the perseverance of Ewing PR that the “Cyclo-Fun” project took off. It’s one thing to conceive a strategy, but it’s another thing entirely to successfully grapple with all of the problems and practical obstacles to success. Not every agency knows how to do this. “ Filip Drápal, ROPID Spokesperson

CASE STUDY

How do you convince someone to take a train trip that takes twice as long than by bus? The 57 km Prague-Slany train route has been losing passengers for quite some time as the train from Prague takes almost twice as long than the same journey by bus. Our Mission: double passenger numbers on the Prague-Slany train route from 5000 to 10 000 and save the route for commercial travel.

THE CHALLENGE

INSIGHT

Research told us Czechs love day-trips and if having fun, won’t focus on the duration of the trip. The only advantage to the train was that it accepted bicycles; the bus didn’t. And seriously – do you know any kids who don’t love the train?

Take an old commuter train, re-build it as a “Cyclo-Fun” train that will attract families and cyclists and make the journey the central attraction. That way no actually cares if the journey takes longer, on the contrary, people won’t want to get off the train!

Správné řešení

THE SOLUTION

The first wagon is for older children who want to play board games or build puzzles while the middle wagon is for cyclists who need last minute fine tuning. The last car is for the smallest of passengers, a moving playground for toddlers. Everything is supervised by the “Game Captain“ who provides toys, referees games (as necessary) and helps parents with strollers and other needs.

THE RESULTS

The Cyclo-Fun train took its first journey on Saturday, May 17th, 2014. Over the course of the first nine weekends, the number of passengers on the route increased by 130%. Based on this success, an additional route is being considered for a similar experience. (Prague-Sazava) Czech PR Award - 1st place And the route will stay open