Quirky East Midlands Railway ad seeks to restore faith in trains following strikes
The campaign ‘Big Dreams Begin on Trains’ reminds East Midlanders to use the network as their preferred method of transport to London.
Following a series of train strikes that made up the largest industrial action the UK has seen since the 80’s, East Midlands Railway (EMR) is hoping to rebuild customer trust and a sense of reliability using its brand mascot – a purple creature named Miles.
The spot created by Atomic London follows Miles as he travels to London on a quest for love. It highlights the benefits of train travel due to its comfort and ease. As Jenna Cowie, head of revenue and marketing at East Midlands Railway explains: “Since we have introduced Miles as our brand character, we have seen great success with him becoming a recognizable and likable face of our brand to all EMR staff and customers.
“This year, we wanted to push Miles further and explore how to build his storyline into something more emotional and memorable for our customers. The Atomic team have certainly delivered, and we are excited to show the EMR staff and customers more of Miles.”
The campaign launches today (October 9) across TV, VOD, cinema, radio, digital and social channels.