Creative Work of the Week: Northerners become legends and heroes in Northern's new ad push
Train company Northern’s £2m integrated campaign has won over The Drum readers to be crowned Creative Work of the Week.
The campaign, created by Oliver, is the biggest Northern has ever run and reinforces its new ‘We are Northern’ positioning, highlighting the lasting memories a great day out by train can create.
Spanning TV, radio, out-of-home, digital, employee engagement, PR and experiential with media planning and buying by MediaCom in Leeds, the campaign includes a 30-second TV advert which features footage of a range of people enjoying emotional and memory-creating adventures across the Northern region.
“Our new marketing campaign isn’t about the heritage of rail or the service; it isn’t even about the journey. Instead, we are focusing on the emotional benefits people get from a great day out,” explained interim head of brand and business development for Northern, Phil Gates. “The best thing about using Northern’s trains to explore what the North of England has to offer is going to be the memories created.”
Sharon Whale, chief executive officer, Oliver Group UK, added: “There’s so much to see and do in the North that people may not be aware of. We wanted to capture those moments in the creative, many of which revolve around enjoying the great British outdoors, and communicate the personality of the North – all of which can be enjoyed via a train journey with Northern.”
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