Before we tell you about this ad campaign, lets give you a brief introduction about Thalys. Thalys is an international high-speed train operator serving Amsterdam, Paris, and Brussels.
To promote tourism, Thalys wanted a unique way to present their train destination. Instead of going for the most common, and usual way of promotion through photographs, they came up with the idea of capturing the sound identities of Amsterdam, Paris, and Brussels and turning them into city map bill board. They placed these bill boards into three outdoor installations, where each city map had over a thousand sounds. And each sound had a unique headphones jack. The purpose of doing this was to let people start exploring the cities, like travellers and not tourist. The sound included conversations, music, street markets and a lot more.
The ad has been made by Rosapark Agency.