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South West Trains lifts the January Blues with a ‘Winter Smile’

Monday January 20, 2014 at 2:32pm
South West Trains has launched an integrated campaign to promote its 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 returns offer. It was created by customer engagement agency Lateral Group. 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 February 23rd 2014, 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. Emma Wiles, interim head of marketing, South West Trains says: “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. Friends and family of any age can take advantage of the entire South West Trains network to spend time together.” Mike Cavers, executive creative director of Lateral Group, adds: “We really wanted to brighten up people’s journeys during the dark winter months. 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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