Thameslink tries to lift gloom with new holiday push

govia thameslinkGovia Thameslink Railway, which operates Great Northern, Southern and Thameslink train services, has launched an integrated campaign encouraging customers to “let the train take the strain” over other modes of transportation when travelling to the airport.

Created by TMW Unlimited, the campaign will run across digital display, digital OOH (BT Street Hub spots across London) and press (local press and The Metro).

It features “bright and engaging imagery and snappy slogans” to entice people to escape the “doom and gloom” of UK winter and recent storms in favour of destinations abroad. Slogans include “Go from Bedford to Bologna”, “Go from Loughborough Junction to Los Angeles,” and “Go from platform 5 to 35,000 feet.”

TMW was responsible for the campaign ideation, 3D design and artwork, with OMD managing the media planning and buying. The campaign runs to April 3 2022 in multiple locations across the Thameslink network.

Recent research has shown 61% of people plan to go abroad within the next year, an increase from 2021, showing consumer confidence for foreign travel is well and truly on the rise, although the effects of the Ukraine crisis have yet to be factored in.

Nevertheless, the campaign is designed to help customers view train travel as the simplest, stress-free way to get to the airport from across the Thameslink network which runs from Brighton to Cambridge, Horsham to Peterborough and through central London.

TMW Unlimited has been working on the Govia Thameslink Railway account since being appointed to the business in August 2020.

At the time, the agency was briefed to deliver integrated marketing for the four train brands within the franchise, Thameslink, Great Northern, Southern and Gatwick Express, supporting GTR’s ambition to become the most customer-focused rail company in the UK.

The account includes all advertising and digital duties.

Govia Thameslink Railway head of marketing Emma Wiles said: “We wanted to inspire customers to travel by train this winter and needed a creative idea that drove people to take action and book their tickets. The OOH executions get customers to imagine they are experiencing the excitement of travelling to the airport where their holiday can finally begin.”

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