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Top 10 Campaign in Travel · September 2026
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Top 10 Campaign
Travel · September 2026

The Ham Train

PR Campaign
Thursday 3rd September, 2026

Renfe and Villanueva de Córdoba launched the Tren del Jamón, a €100 day trip from Madrid built around the region’s most famous product. The journey combines train travel with visits to an Iberian ham dehesa and curing house, tastings of acorn-fed ham, and local heritage tours.

Why it worked: It turned a commodity train ticket into a fixed-price, one-day culinary pilgrimage with a hard launch date and limited-capacity experience.

The lesson: Consider bundling transport with a behind-the-scenes factory or field visit and tasting, priced under a headline-friendly threshold with a set date.

Renfe Ayuntamiento de Villanueva de Córdoba
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