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Leith Agency British Airways First Scotrail

First ScotRail begins 'Red Eye' campaign

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By The Drum Team, Editorial

October 27, 2008 | 2 min read

First ScotRail has launched a ‘Red Eye’ sleeper campaign following British Airways decision to merge is earliest morning flight from Glasgow to Heathrow.

The “No More Red Eye” campaign, created by The Leith Agency will look to benefit from the withdrawal of the 6am flight and demonstrate another option for travelers to take the Caledonian Sleeper from Glasgow to Euston.

The media schedule started on Thursday 23 October with the adverts running in key national titles promoting a link to a bespoke landing page www.firstscotrail.com/redeye.

Other marketing communications include a DM campaign that was mailed out last week to frequent flyers within the Glasgow postcode area.

An E-DM to existing First ScotRail users segmented on Glasgow postcode and business travel - will be dispatched this week.

Media planning and buying was conducted by Mediaedge: CIA.

A First ScotRail spokesman said: “We’re offering shut eye rather than red eye. The Sleeper is a credible business – and leisure – travel option, thanks to a night’s sleep before arriving in London refreshed and ready to go.

“And our customers will be able to work or play longer in London. The Sleeper departs for Glasgow later than the BA flight, with the airline also withdrawing its 8.20pm service and replacing it with a 19.05.”

Leith Agency British Airways First Scotrail

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