East Coast teams with Absolute Radio to promote train operator’s new ‘Feel at Home’ message
East Coast, the train operator, has teamed with Absolute Radio as it looks to promote its new ‘Feel at Home’ message.
The ‘Feel at Home’ brand campaign, which looks to highlight East Coast’s innovative customer service, fast and frequent journeys, and value for money Advance fares, will come to a peak on 11 October, when Absolute Radio will deliver four outside broadcasts in one day.
This move will see the Christian O’Connell Breakfast Show being broadcast live from a listener’s home in London, while Geoff Lloyd will take his Hometime Show to a fan’s home in Edinburgh. Through the day, Russ Williams will broadcast in Leeds and Pete Donaldson in Newcastle.
“The ‘Feel at Home’ campaign is about the motivating idea of something which already happens: our customers travelling comfortably on our trains,” East Coast marketing and customer service director Peter Williams said.
“Our partnership with Absolute Radio is all about bringing our ‘Feel at Home’ messaging to life through unique and engaging programming. We were won over by the radio station’s creative ideas for integrating our campaign into their award-winning schedule with such an innovative proposal. Absolute Radio’s programmes are enjoyed by a wide audience throughout the East Coast route – we’re sure listeners will enjoy this promotion and be encouraged to ‘Feel at Home’ with us.”
The campaign will also see East Coast sponsor Absolute Radio’s travel bulletins for two weeks and listeners invited to log on to an East Coast ‘Feel at Home’ branded ‘Smart Hub’ where they can win prizes, including trips to exciting destinations along its route.
East Coast’s promotions on Absolute Radio form part of a wider £7m marketing campaign, encompassing radio, TV and outdoor advertising.