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By The Drum Team, Editorial

January 11, 2011 | 2 min read

A new campaign for Cross Country Trains has begun to air, highlighting that the train operator is freezing the price of 70,000 advance online train tickets at 2010 prices.

Created by McCann Erickson Manchester, the campaign will run nationally for six-weeks across a range of peak time programmes until the end of February, and will be supported by radio, online display and email.

PR activity centred around mainland routes, including ‘living statues’ will also support station posters in attracting the attentions of passengers.

The campaign hopes to increase awareness of the cross country brand among students and retirees and will encourage them to change their buying behaviour from the station, on the day, to buying tickets in advance through the Cross Country Trains website.

David Watkin, commercial director at CrossCountry said: “At a time when prices seem to be rising all around us, we wanted to communicate a quick and easy way for people to find the best deal online.

“The experiential element of the campaign –using ‘frozen statues’ at stations is new for us and we hope it will really grab people’s attention," continued Watkin.

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