In the first half of the year, the campaign ran from May 17 until June 17 online and on social media in Germany, the United Kingdom, Switzerland and Belgium, where lots of international organizations are headquartered. In addition, more than 250 backlit posters were put up in high-profile locations in the financial center of Frankfurt, while print ads were placed in specialist media and business journals nationwide in Germany. In total, the spring iteration of the campaign generated 16 million impressions.
In the second half of the year, the campaign ran from October 11 the end of December online in the US, Germany, the United Kingdom, Switzerland and Belgium. Additional print ads in respected business publications such as the Wall Street Journal helped to increase exposure in the key US long-haul market. The campaign was also pitched at meeting planners on-site during leading industry events IMEX America in Las Vegas and ibtm World in Barcelona using innovative hyperlocal targeting technology. In partnership with Austrian National Railways (ÖBB), the Vienna Tourist Board actively promoted the Nightjet service from Brussels and the Railjet service from Munich, which provide a climate-friendly alternative for business travelers.