A Train as Ambassador: Erste Connects Poland and Austria

The “Erste” brand was officially launched in Poland at the end of April. Over the course of a single weekend, the rebranding reached around 6 million customers: 534 branches and outlets, 1,367 ATMs, and 26 card designs have since adopted the new Erste Bank Polska corporate identity. Building on this milestone, the “Erste Express” represents a high-impact initiative that extends the brand launch emotionally, making tangible what numbers and words alone could never convey.

“Erste is a unique banking group in Central Europe, deeply rooted in each of its eight core markets. With the Erste Express, we help make these connections come alive. The success of the rebranding reflects our core message: ‘Believe in yourself.’ We want to inspire people to discover new things while also demonstrating just how closely Poland and Austria are connected on a cultural level,” says Martin Radjaby‑Rasset, Head of Group Brand and Innovation at Erste Group.

A Train Becomes a Brand Experience

The vibrantly designed Erste Express will operate three times between Poland and Austria in May and June 2026, bringing around 150 guests from Warsaw to Vienna and back on each journey. The passengers for two of its trips were chosen from the participants in a competition run by the Polish radio station RMF FM. One of the three journeys is dedicated specifically to Erste Bank Polska employees: around 140 of them will travel together to Vienna to experience Erste Group’s head office firsthand—not just through presentations, but on site.

The train is conceived as an immersive brand experience in which the journey itself becomes the destination. By combining mobility and culture, the Erste Express becomes a visible expression of Erste Group’s regional connectivity.

Austrian Culture, Cuisine, and Music On Board

On board, both employees and customers can enjoy a diverse program including Viennese coffeehouse culture, culinary workshops, live music, and digital formats. At the heart of the experience is a Viennese café designed in the Biedermeier style alongside elements of  Viennese Modernism—a tribute to the rich and unifying coffeehouse culture that is brought to life in a unique setting between Warsaw and Vienna.

The culinary concept onboard is curated by Polish top chef Adrianna Marczewska, who combines Polish and Austrian cuisine in her workshops, creating a gastronomic bridge between the two countries. The experience is further enhanced by live performances from Polish pop artist Nita, as well as interactive elements such as a photo booth, curated music playlists, and personalized welcome surprises.

Nostalgia Meets Modernity in Design

The visual concept of the Erste Express was created by Polish designer Martyna Wójcik‑Śmierska. Her approach deliberately blends historical inspiration with a modern visual language. The result is a design that combines traditional elements with contemporary accents. The aim was to create a consistent experiential environment that emotionally engages guests from the moment they step onto the train, immersing them visually in an “Austrian world.”

Extending the Journey Digitally for Wider Reach

Beyond the physical journey, the project is strategically extended into the digital space. The Polish influencers Sandra Dziura and TuKarbo share their impressions directly from the train, making the experience accessible to a wider audience. Their Austrian peers Fabian Dankl and Bianca Olivia Konarzewski will also report live from the Warsaw–Vienna trip, amplifying reach across social media channels in Austria.