The ‘Total Travel Enlightenment’ campaign, aims to highlight common misconceptions among adults over 50 about the cost, comfort and convenience of train travel by encouraging them to re-examine their assumptions.
“By conducting research and talking to our customers, we have developed insight about the products and services that are most important to our 50+ audience. Comfort and the ability to use a Railcard were identified as key priorities among senior travellers and this has formed the foundation of our Total Travel Enlightenment campaign,” said CrossCountry commercial director, Ben Simkin.
Mark Worth, account director at PHD Manchester said: “The ability to illuminate the possibilities for older adults and challenge their perceptions about train travel made this a very rewarding brief to work on with CrossCountry.
“The buying power and lifestyle flexibility of the over 50s market provides travel brands with a massive opportunity to connect with seniors and create experiences that deliver added value.”
Richard Aldiss, managing director at McCann Manchester, added: “With large numbers of people electing to take holidays in the UK, the nation’s road network is really feeling the strain at peak periods. This campaign encourages people to see the benefits of taking the train with CrossCountry.”
The multichannel campaign, which runs until September, consists of two 20-second executions that will be broadcast on Sky AdSmart, a national press campaign and ads across outdoor and social media.