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South West Trains helps travellers find a ‘Winter Smile’

by on January 20, 2014 in Best advertising story, Events, Latest News, London & South East, Nuggets, Retail, Small Business, South West

South West Trains has extended its relationship with Customer Engagement agency Lateral Group with an integrated campaign to promote the train operator’s latest seasonal offer.

The campaign invites potential travellers to put a ‘winter smile on your face’ by making the most of South West Trains’ any Saturday, any Sunday £10 day-return offer. The activity highlights the affordability of off-peak travel across 195 stations  within the train operator’s network, 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 activity will run until the 23 February, across press, outdoor and digital in cinema and crosstrack posters, email, print and radio. The creative execution designed and produced by Lateral Group, uses neon typography to act as a lighthouse for the offer, which can then be utilised to create eye-catching movements on digital channels.

“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,” said Emma Wiles, Interim Head of Marketing, South West Trains. “Friends and family of any age can take advantage of the entire South West Trains network to spend time together. We’re delighted that Lateral Group has once again developed a creative that communicates the scope and affordability of travelling by train in an imaginative and effective way. ”

‘We really wanted to brighten up people’s journeys during the dark winter months,” said Mike Cavers, Executive Creative Director, Lateral Group. “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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