Inspiring journeys
Eurail uses book to boost sales
by Karen Holt

Offering a promotional gift to those who purchase your products can increase customer goodwill and intimacy. And if you ensure it's truly the 'right' kind of gift, it can even encourage repeat business!

Maximising harmony and entertainment value
The Eurail Group was created in 2001 to professionally manage and market the well-known Eurail Pass, a rail pass for non-European residents. Six years later, the Group also took over responsibility for maximising the commercial viability of the InterRail Pass - a similar type of travel card designed for domestic European customers. When, in 2009, it came to the Group's attention that a few InterRail users were publishing accounts of their travel itineraries, they hit on the idea of bundling these into a book that could inspire previous customers to undertake new InterRail journeys of their own. Obviously, many of the authors were not experienced writers, and, for many, English was not their native language. The styles were therefore very varied, and the quality was somewhat mixed. For this reason, the Eurail Group wanted to make sure they were professionally edited into a coherent whole, to create a harmonious and truly entertaining reading experience.

Clear, transparent and easy to understand
The Eurail Group had worked with Baxter Communications before, when we edited a booklet with directions and tips & tricks for using the Eurail Pass. For the travel book, we edited 18 separate itineraries - each with a specific theme or geographical focus, such as 'The Modern Art Lover's Tour' or 'A Taste of Scandinavia'. Where necessary, we wrote an engaging introduction that described the essence of the itinerary in a way that would grab the attention and encourage people to read on. The rest of the text was carefully edited, not only to ensure it was correct, consistent and non-repetitive, but also to make sure that the promotional information it contained was conveyed in the most effective and inspiring way. We also alerted Eurail Group to macro-level issues, such as overlap in itineraries, and suggested solutions for solving these. The result was a collection of uniquely individual travel itineraries written in a clear, transparent and easily understandable style - a good read that will hopefully inspire many new, exciting rail journeys to the far corners of the continent. All aboard!

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