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McCann urges punters to go CrossCountry to Cheltenham


By The Drum Team, Editorial

March 10, 2011 | 2 min read

CrossCountry has launched a new campaign urging punters to beat the traffic and take its trains to next week's Cheltenham Festival.

The campaign has been created by McCann Manchester and is fronted by the Gold Cup winning jockey Sam Thomas.

It encourages the 45,000 race-goers to eschew congested roads around the festival and instead take the extra train services being laid on by CrossCountry.

Ads will run on Cheltenham Racecourse Radio alongside a national and regional PR and social media campaign.

As part of the campaign Thomas has recorded a video for CrossCountry in which he gives his top tips for the festival and promotes the virtues of train travel.

Stuart Henry, external communications manager at CrossCountry, said: "As the official travel partner for Cheltenham Festival we wanted to raise awareness of the benefits of travelling by train, not only for the passenger but for the town as well.

"We are running dedicated extra services from Birmingham, Bristol and Derby as well as 94 regular services during the festival week and are hoping through our campaign to take almost 15,000 race-goers off the roads and on to a train over the four day event."

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