SW Trains pushes 2 for 1 fares

South West Trains is promoting its “2 for 1” train fare offers with the first of a three-phase campaign, devised by Lateral Group and timed to coincide with the school half-term break.
The initiative, dubbed “Access All Areas”, will run across press, outdoor, posters, radio, eCRM, door drop and online banners, and represents the first creative refresh for South West Trains’ “2 for 1” offers since 2009.
The creative depicts the mementoes that families gather from their trips away. Ticket stubs, flyers and photos form part of a pin board at home, and these elements combine to create a special Access All Areas pass that binds friends and family together.
Further phases of the campaign are scheduled to run during the February and Easter breaks and form part of a wider Train Operating Companies (TOC) initiative to promote reduced travel during the school holidays.
South West Trains senior marketing manager Emma Wiles said: “The school holidays represent a pivotal period for any travel company and at South West Trains, we are committed to helping families make the most of their time together encouraging them share the unforgettable moments that make up life. Lateral Group has once again developed a creative execution built on excellent customer insight that communicates this core message in a truly imaginative and effective way.”
Lateral Group executive creative director, Mike Cavers added: “The creative challenge was to give the South West Trains 2 for 1 London promotion a stand-out identity from the other train operating companies that promote similar offers. This gave the agency the opportunity to use our data expertise to inform creative that communicates the offer in a way that really resonates with the target market.”
The ‘Access All Areas’ activity extends the existing relationship between Lateral Group and South West Trains, which most recently included the ‘Summer Fever’ integrated campaign for the train operator’s discount summer offers.