Many people around the world are not familiar with what their own country has to offer. Because of cheap flights, globalization, and the demand for instagrammable moments, tourism is becoming increasingly unsustainable. Compared to air and car travel, taking the train is the more sustainable and easy mode of transportation that allows you to enjoy the scenery. The comparison advertisements were made with an algorithm that searched for photos with similar locations all over Germany. Additionally, it personalized the banner by adding real-time data such as the closest airport and flight price.
Initially starting as ticket-promotion campaign, DB has proven that discovering Germany by train can be beautiful for Germans as well. In addition to showcasing local travel, the rail company is also doing their part in offsetting large carbon emissions caused by air travel by incentivizing train travel. As millennials are becoming more aware of what impact their lifestyle has on the environment, we are expecting more brands and institutions to advertise sustainable behaviour.