Trainline Teams With David Hasselhoff in New Celeb-Focused Marketing

25.08.2023 - 13:49 / skift.com / Paris Hilton / Chris Silcock

Hotel brands are well known for their marketing partnerships with influencers and celebrities, but now one rail booking platform is getting in on the act.

Trainline has decided to team up with legendary actor David Hasselhoff to launch its Chief Conductor Contest.

A grand prize includes a $5,000 travel stipend, a two-night stay in a luxury hotel, and $2,500 in Trainline vouchers to cover rail travel across Europe — in addition to signed merchandise.

The company thinks that with European travel booming, and the U.S. dollar remaining strong, now’s the time to get The Hoff (and his 326,000 Instagram followers) onboard. 

According to data by Trainline, 33 percent of Americans are looking to travel to Europe this summer and 42 percent would be excited to travel through Europe by train to take in the landscape. But even beyond trains as a desired mode of transportation, over half of Americans are somewhat or very likely to plan elements of their vacations based on where their favorite influencers/celebrities visit.

This is where Hasselhoff comes in.

Consumers will also have the opportunity to hear his train travel tips, tricks and itineraries, as well as get a sneak peek into some of the actor’s favorite destinations.

With lots of industry players competing to win bookings, Trainline is just the latest in a handful of travel companies employing celebrity partnerships to promote their brands.

Hilton, for example, collaborated with Paris Hilton on a 10-minute TikTok video. “It’s an experiment and a bit fun,” Chris Silcock, Hilton’s chief commercial officer, said at the Skift Future of Lodging Forum recently. “We’re trying to be more culturally relevant and in the stream. We’re approaching 40 million views of the video and it’s doing well.”