Arriva

Arriva

Attention by culture

Ambition
Arriva is the main operator of public transport in the northern Netherlands and the river. Arriva wants its travelers an experience on the train that goes beyond offering travel alone, but through the use of poetry, photography and music also makes for a cultural experience.

Approach
The trains themselves are the showcase for this sparkling Arriva with singer Ellen ten Damme as ambassador. Ten Damme represents the central sense of the campaign : that of spring and freedom. Poems in musical form of Dutch writers like Harry Mulisch and Remco Campert about nature and about coming back in different forms. In addition, a series of events, from live performances on the train, to CD presentations.

Impact
The campaign was launched in June 2013 with broad repercussion in the media. Still receive Ellen ten Damme and Arriva regular positive feedback from passengers on the train. Partly because of this success Arriva has decided to expand the campaign: the special Ten Damme train runs a few more seasons and the campaign is promoted from a regional to a national upgraded.

Arriva