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← Back to IdeasTravel Shouldn't Be a Luxury: DB and Ogilvy Promote Deutsche Bahn's Affordable Family Ticket
Frankfurt, June 16, 2026 – At a time when rising fuel prices are putting pressure on many household budgets, Deutsche Bahn is sending a clear signal of stability and predictability. A purely digital campaign from the creative agency Ogilvy promotes Deutsche Bahn's new family ticket, positioning it as a direct response to the ongoing debate over prices at the pump in Germany. With this move, the railway is reinforcing its promise to keep travel prices within Germany stable this summer.
As the cost of driving becomes increasingly unpredictable, Deutsche Bahn is offering an appealing alternative. At the heart of the campaign is the new family ticket: for €99.99, up to five people (two adults and a maximum of three children under the age of 14) can travel through Germany together. The initiative ties in seamlessly with the recent announcement by DB CEO Evelyn Palla, who stressed: "Travel shouldn't be a luxury."
"To keep travel — and with it a well-earned holiday — affordable for families, we are keeping our promise: no price increases this year," explains Christian Vögle, Head of Pricing for Long-Distance Services at Deutsche Bahn. "With the family ticket, we are creating a tangible offer that gives people stability, security and the freedom to explore Germany in uncertain times, without having to worry about spiralling travel costs."
The production was realised using a hybrid AI approach. The commercial visualises the contrast between a surreal, golden world of luxury — created with AI — and the affordable reality of travelling by train. This creative juxtaposition underscores the core message: while prices at the petrol stations soared, the railway remains a reliable and affordable alternative.
"Making travel possible for families in times of crisis is a task of real social relevance. Bringing a meaningful message to life for clients in response to a current — and admittedly sensitive — situation is always a wonderful challenge," says Roland Stauber, Managing Partner at Ogilvy. "Ever shorter go-to-market times have become the order of the day, and they make clear just how effectively we can support our clients in responding to current market developments with our AI-powered production capabilities."
The campaign runs exclusively on digital channels such as DOOH, YouTube and Meta, reaching the target audience directly in their everyday digital lives. It has been live on these channels since 15 June 2026.
Vimeo-Link: https://vimeo.com/1200164779
The makers
Deutsche Bahn
Dr. Thomas Kemper, Leiter Marktkommunikation ,DB Fernverkehr
Lydia Hagedorn, Marketing Managerin, DB Fernverkehr
Isabell Gerstenberg, Senior Marketing Manager, DB Fernverkehr
Frank Hirtschfeld, Senior Kampagnenmanagement, Deutsche Bahn AG
Eileen Meissner, Kampagnenmanagement, Deutsche Bahn AG
Ogilvy
Creation: Sebastian Kamp, Simon Oppmann, Peter Römmelt, Sara Steiner, Laura Hofmann; Account: Pauline Fuchs, Roland Stauber; Prodcktion: Mathias Köhler, Tina Rentzsch
Sound: Fundamental
Media: Carat
Press office Ogilvy Germany
Ogilvy GmbH, Darmstädter Landstraße 112, 60598 Frankfurt
Phone: +49 172 6878986 | presse@ogilvy.com | LinkedIn: Ogilvy Germany