SW Trains aims to lift winter gloom

South West Trains is aiming to lift consumers out of the dark winter months with an integrated campaign promoting the train operator’s latest seasonal offer, which aims to put a “winter smile on your face”.
The campaign invites potential travellers to make the most of South West Trains’ “any Saturday, any Sunday £10 day returns offer”, highlighting the affordability of off-peak travel across 195 stations within the train operator’s network.
The activity will run until the 23 February, across press, outdoor and digital in cinema and crosstrack posters, email, print and radio, and looks to establish rail as the preferred method of travel during the January sales, Valentine’s Day and the up-coming half-term holidays.
The creative execution designed and produced by Lateral Group, uses neon typography to act as a “lighthouse” for the offer.
South West Trains interim head of marketing Emma Wiles commented: “We’re looking to challenge the notion that January is a time to lock yourself away, by underlining the scope of our £10 and £5 off-peak return fare tickets.
“Friends and family of any age can take advantage of the entire South West Trains network to spend some time together. ”
Lateral Group executive creative director Mike Cavers added: “We really wanted to brighten up people’s journeys during the dark winter months. So we developed a striking typographic campaign that utilised Cinema4D to dramatise the neon effect to best advantage to stand out and attract their customers to the great deals that South West Trains offer.”

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