WE ARE Pi Wins Interrail Account for Brand Strategy and Creative

WE ARE Pi has been named lead brand strategy and creative agency for Interrail, the European rail pass brand. The appointment gives the independent shop responsibility for brand strategy and creative development across Interrail's marketing.

Interrail sells multi-country rail passes across 33 European countries. The brand targets both European residents and international visitors traveling across the continent by train. The category has seen renewed interest post-pandemic as travelers prioritize sustainable transport options and flexible itineraries.

WE ARE Pi operates as an independent agency based in London. The shop has previously worked with travel and lifestyle brands, though specific client roster details were not disclosed in the announcement.

The appointment comes as rail travel marketing shifts focus toward younger demographics. Gen Z and millennial travelers increasingly choose train travel over flying for environmental and experiential reasons. Interrail's core product: unlimited train travel across multiple countries.

No details were released about the pitch process, incumbent agency relationships, or campaign timing. The announcement, shared via Marketing Report International, did not specify budget, contract length, or which other agencies competed for the business.

The win adds a recognizable European travel brand to WE ARE Pi's portfolio at a time when sustainable tourism messaging has become a priority for rail operators across the continent.