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South West Trains in ‘Access All Areas’ 2for1 promotional push

Wednesday October 30, 2013 at 12:48pm
Train operator South West Trains is running a campaign to raise awareness of its 2FOR1 offers. Created by agency Lateral Group, ‘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’ 2FOR1 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 you, your friends and family together. The first phase of a three phase campaign begins during the half-term break and lasts until November 3 2013. Further campaign phases are scheduled to take place during the February and Easter breaks in 2014. The campaign forms part of a wider Train Operating Companies (TOC) initiative to promote reduced travel during the school holidays. Emma Wiles, senior marketing manager at South West Trains, says: “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.” 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.
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