South Western Railways has made a pitch for passengers with its first integrated brand campaign, aimed at the day-tripper market.
Great Days Never Leave You has been conceived by Engine to convey how usage of its network can lead to lasting memories being formed from travel to any of its 200 destinations on a family day out.
Conveyed in a playful manner, the 40-second piece depicts a day out morphing into a storybook-style adventure as characters, animals and people come along for the ride at each attraction including an Egyptian Mummy, a sea lion and a Medieval Knight.
Paul Bright, head of sales and marketing at South Western Railway said: “South Western Railway is excited to be launching our first-ever brand campaign. The campaign showcases some of the great experiences that are available on the South Western Railway network and reminds us that the very best experience is a great day out with the family.”
Steve Hawthorne, creative director at Engine, added: “The memories you make on a family day outlast a lifetime. That’s the insight we wanted to bring to life with this campaign. And given the incredible array of destinations on the South Western Railway network, there’s no shortage of memories waiting to be made. Cue a dancing sea lion, a cycling mummy and a hungry suit of armour.”
South Western Railways will air the campaign from today, with support from OOH, radio, paid social, influencer activity and a partnership with Global media.
The campaign follows a previous initiative to celebrate the golden age of rail with an eclectic collage.