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South West Trains promotes 2-for-1 offers with new campaign / Lateral Group

by on October 28, 2013 in Advertising, Digital Marketing, Ecommerce, Email Marketing, Lead story, Mobile/Tablet, Online Advertising, Online Video

South West Trains has enlisted customer engagement agency Lateral Group to raise awareness of its 2-for-1 offers with the first in a three-phase campaign.

‘Access All Areas’ will run across press, outdoor, posters, radio, eCRM, door drop and online banners using  creative that 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.

The campaign runs until 3 November with further phases scheduled during the February and Easter breaks. It forms part of a wider Train Operating Companies (TOC) initiative to promote reduced travel during the school holidays.

“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,” said Emma Wiles, Senior Marketing Manager, South West Trains.

“This gave the agency the opportunity to use our excellent data expertise to inform creative that communicates the 2-for-1 offer in a way that really resonates with the target market,” said Mike Cavers, Executive Creative Director, Lateral Group.

The ‘Access All Areas’ activity extends the existing relationship between Lateral Group and South West Trains, which most recently included the successful ‘Summer Fever’ integrated campaign for the train operator’s discount Summer offers.

 

Lateral Group
Park House
16-18 Finsbury Circus London
EC2M 7EB

phone: 0845 859 0000
fax: 0845 859 0059
email: info@lateralgroup.co.uk

 

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