Lateral Group wins SW Trains brief

South West Trains has appointed Lateral Group to develop a major marketing campaign, dubbed “Mid-Summer Madness”, designed to encourage an increase in weekend travel during August.
The campaign, which will run across posters, press, banners, email, web and door-drops, promotes the train companies services with a special price, any Saturday, any Sunday, anytime day return offer. The campaign runs until September 1.
Owned by Stagecoach Group, South West Trains’ passenger services run mostly out of London Waterloo station, to the South West of London and in the counties of Surrey, Hampshire, Dorset, Devon, Somerset, Berkshire, and Wiltshire and on the Isle of Wight.
South West Trains senior marketing manager Emma Wiles said: “For this campaign we wanted to drive volumes at the weekend by offering a competitive weekend fare. It gives people the chance to explore the South East and to make the most of their weekends. Lateral has proven that it has the knowledge and creative capabilities to develop a campaign that truly understand our objective and recognises our customers’ needs.”
Lateral Group executive creative director Mike Cavers added: “It’s great to have the opportunity to play an integral role in helping to develop South West Trains’ promotional activity and to produce some truly engaging creative campaigns.”