How do you get more people to make their journey to the airport by train with Thameslink?
Rail travel has some amazing advantages to passengers embarking on flights for winter sun and ski trips at this time of year and Guerilla’s task was to create a compelling campaign across multiple media channels – in under 4 weeks!
We started with making the Thameslink brand central to the theme and developed a concept which dramatized ‘end goal’ of the travel – ie the destination, whilst making sure the train benefits came through loud and clear. Our simple, compelling campaign placed the Thameslink ‘link’ at the heart of the communication to build on the success of the previous campaign we ran earlier in the season.
Complex channel planning was required from the Guerilla team with 3 different creative executions and three different airport destination, ‘Luton’, ‘Gatwick’ and ‘Luton or Gatwick’ leading to delivery of over120 individual artwork assets.
We then managed a press campaign across over 20 regional as well as London titles, an Out Of Home campaign in key London transport hubs, targeted Digital display Ads, eCRM and web assets. The campaign runs for the next two months
And all on budget and delivered on time in just a few weeks!