East Midlands Trains launches campaign to help passengers avoid travel disruptions
East Midlands Trains has launched a campaign to help passengers avoid travel disruptions when major re-signalling work gets underway at Nottingham station this summer.
Developed by digital agency, Lida, the campaign has involved an outdoor advertising campaign and direct marketing activity as well as leaflets and further online collateral.
The artwork for the campaign, which has been deployed across the East Midlands Trains network, came from US illustrator Andy Rementer.
The activity started gearing up last week as emails were sent to East Midlands Trains customers, and will peak through June, running until the end of August.
Lucy Cameron, marketing manager for East Midlands Trains, commented on the campaign: “This is a major piece of work that will impact on all passengers travelling to and from Nottingham over the summer.
“Therefore it was important to create a passenger information campaign that delivered honest, informative detail about what our passengers could expect at the same time as being eye-catching and standing out from the rest of the information we have on display at our stations.”
Nicky Bullard, executive creative director of Lida, added: "Commuters are half asleep most of the time. So we needed an attention-grabbing idea and execution to alert them of the changes to their station.
“We commissioned the fantastic illustrator Andy Rementer to bring our characters and their quirky train track features to life in both an arresting and charming way."
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