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East Coast Mainline looks to persuade Edinburgh to London travelers to take the train

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By Ishbel Macleod, PR and social media consultant

November 6, 2013 | 2 min read

East Coast Mainline has unveiled a new out of home campaign with Posterscope, which aims to help persuade Edinburgh to London travelers to take the train rather than fly.

The campaign, developed by Posterscope’s Hyperspace division, combines special 3D and 2D builds to create the illusion of an approaching train with the look and feel of ‘home’.

Chris Hicks, senior project manager at Posterscope, said: “This demonstrates how the use of terrific customisations and innovative lighting techniques on iconic sites can produce stand-out OOH campaigns. The dominant Haymarket site, as a gateway to Edinburgh, gave us scope to prove that exciting special builds can be delivered beyond London’s realm.”

The campaign was planned and booked by Havas Media, with the creative by BMB, and will run until December 2013.

Peter Williams, commercial director at East Coast Mainline, said: “Our core message of ‘feeling at home’ on East Coast Mainline comes to life with this attention-grabbing outdoor campaign. We are confident that the use of innovative and pioneering communications solutions will help influence consumer perceptions of the convenience and comfort of travelling by train.”

East Coast Mainline intends to persuade this key target audience to make the train their transport mode of choice, promoting its direct city centre to city centre connection, frequent services, Wi-Fi access and scenic views.

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Posterscope

Posterscope is the world’s leading out-of-home and location marketing specialist with billings in excess of $3 billion. It knows more about what people think,...

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Havas

Havas SA is a French multinational advertising and public relations company, headquartered in Paris, France. Havas operates in more than 100 countries.

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