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By The Drum Team, Editorial

June 17, 2009 | 2 min read

CrossCountry Trains is launching its first ever TV campaign tomorrow, created by McCann Erickson Manchester. Watch the ad here.

The 'Switch' campaign aims to increase passenger numbers over the summer by communicating "the benefits of travelling by train".

It will target over 55s who want to enjoy enjoy life and see more of their families, friends and the countryside and students and young people who want to stay in contact with their friends during the summer.

The campaign focuses on a price message - highlighting savings of up to 75 percent on train fares by booking in advance - and the "convenience and ease" of rail travel over other forms of transport.

CrossCountry's Louise Blyth said: "By moving into TV, this provides us with an excellent opportunity to convey the benefits that train travel has to offer, especially when customers can save up to 75 percent when they book in advance."

The TV ad breaks tomorrow (18 June) on the ITV and Channel 4 networks. It will be followed by CRM, radio, press, PR and social media activity over the next eight weeks - and the TV ad will also feature on video on demand services.

McCann claims the campaign will reach 10m consumers.

Andy Moffitt, managing partner at McCann Manchester, said: "We are really excited to have created CrossCountry’s first TV ad which forms part of a truly integrated campaign to drive the Switch message this summer.

"This campaign has been created to utilise the savings message that can be enjoyed within the current climate, especially as more people choose to holiday at home rather than going away this year."

CrossCountry appointed McCann Manchester as its lead creative agency in January, when the account moved from Midlands-based Cogent Elliott. The PR account followed in March when it moved from Manchester's Citypress.

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