The Austrian Federal Railways has launched the “United by Music, Moved by ÖBB” campaign and is introducing the “Loyalty Points Bet” as the national mobility partner for the 2026 Eurovision Song Contest.
The 70th edition of the Eurovision Song Contest will take place in Vienna from May 12–16 and is organized by the European Broadcasting Union (EBU) and Austria’s national broadcaster ORF.
Under the contest’s motto “United by Music,” ÖBB has adopted this concept and expanded it into its own campaign—“United by Music, Moved by ÖBB.”
Through this message and colorful, energetic portraits of ESC fans captured on its trains, the campaign highlights the unifying role of the music contest, as well as that of ÖBB as the national mobility partner. It is worth noting that in February ÖBB unveiled the first locomotive dedicated to this music contest.
The loyalty points challenge: points for points
ÖBB is entering into a “symbolic bet” with its passengers: everyone who accumulates loyalty points during the campaign period receives a bonus equal to the number of points earned by Austria’s representative in the contest’s final. Thus, the points earned by Austria in the final are converted into bonus points for active members of the loyalty program.
“The loyalty points program was recently honored with a GOLD Award at the Austrian Bonus Awards and enjoys high popularity. With this initiative, we aim to increase the program’s visibility and attract new members, while also offering an attractive incentive for customers,” said Sven Pöllauer, Head of PR and Marketing Communications at ÖBB-Personenverkehr AG.
360° campaign created entirely in-house
The campaign’s central elements include a TV spot with premium placement in the context of Eurovision 2026 and large-scale advertising spaces on Opernring. Also making its debut is the new screen at Vienna Central Station, a flagship digital display measuring 112 m²—the largest in the ÖBB Werbung portfolio (ÖBB’s advertising portfolio)
The campaign is complemented by national exposure in print, radio, and special digital formats, as well as the ÖBB Rail Screen digital network in train stations, active from April 24 to May 17.
Also featured in the campaign are the winners of the “Sing Our Song” promotion, who won tickets to Eurovision through creative interpretations of the ÖBB song “Wir fahren grün – We Travel Green,” the slogan and campaign song of the Austrian rail operator.
“United by music, moved by ÖBB was true not only as a message but also in the creation and implementation process. The entire campaign was developed internally and represents the first 360° campaign of this scale produced entirely in-house,” said Karin Seywald-Czihak, Managing Director of ÖBB Werbung.
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