ENGINE drives South Western Railway's first integrated brand campaign
South Western Railway has launched its first integrated brand campaign, aimed at inspiring families to explore its network and create lasting memories together.
Created by ENGINE, the campaign showcases the incredible range of days out that can be had with over 200 destinations on the network, with the aim of reminding customers that the “memories we make when we have a great day out with family or friends never leave us”.
The rail operator noted that finding time for a family day is never easy – and around 40% of parents worry their children are not as happy as they once were.
“For many children just spending time with mum and dad makes a day truly special”, it said. Taking the train means more time with one another and with so many great adventures and attractions just a short train trip away making great memories has never been easier.
The playful campaign is storybook-like in its execution and follows one family’s adventure from London to the New Forest to Bournemouth where they pick up additional ‘friends’ along the way, including a CGI sea lion, Queen Elizabeth and a mummy.
The 40-second spot was directed by Outsider’s Dom and Nic. It will air on 22 August and will be supported by OOH, radio, paid social, influencer activity and a partnership with Global media.
The campaign is the first that London agency the7stars has delivered for First Group after being awarded the contract in April 2019.
South Western Railway took over the former South West Trains rail franchise in 2017.
Investment in railway services
The campaign sits alongside significant investment in the railway, as South Western Railway aims to deliver considerable advancements across the region via several initiatives including: more seats, more capacity, free Wi-Fi and great value advance fares across the network.
“South Western Railway is excited to be launching our first ever brand campaign”, said Paul Bright, head of sales and marketing at South Western Railway.
“The campaign showcases some of the great experiences that are available on the South Western Railway network, and reminds us that the very best experience is a great day out with the family.”
Steve Hawthorne, Creative Director at ENGINE said: “The memories you make on a family day out last a lifetime. That’s the insight we wanted to bring to life with this campaign.
“And given the incredible array of destinations on the South Western Railway network, there’s no shortage of memories waiting to be made. Cue a dancing sea lion, a cycling mummy and a hungry suit of armour.”
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