South West Trains launches 'Access All Areas' 2FOR1 promotional push with Lateral Group

Launching today (Saturday 26 October) and running until 3 November, the first phase of activity coincides with the English half-term break. Further campaign phases are planned to take place during the February and Easter breaks, forming part of a wider Train Operating Companies (TOC) initiative to promote reduced travel during the school holidays.

"The school holidays represent a pivotal period for any travel company and at South West Trains, we are committed to helping families make the most of their time together encouraging them share the unforgettable moments that make up life. Lateral Group has once again developed a creative execution built on excellent customer insight that communicates this core message in a truly imaginative and effective way," said Emma Wiles, senior marketing manager at South West Trains.

Mike Cavers, executive creative director, Lateral Group, added: "The creative challenge was to give the South West Trains 2FOR1 London promotion a stand out identity from the other train operating companies that promote similar offers. This gave the agency the opportunity to use our excellent data expertise to inform creative that communicates the 2FOR1 offer in a way that really resonates with the target market."

'Access All Areas' follows Lateral Group's 'Summer Fever' integrated campaign for the train operator's discount summer offers.