Product category:
Online ad campaigns
News Release from: Code Computerlove
Edited by the Marketingservicestalk Editorial
Team on 09 November 2007
Digital lies at heart of new integrated
campaign
Train operator First TransPennine Express is launching an ad campaign and microsite to promote the new Manchester to Scotland service, which the company is soon to take over from Virgin.
The GBP500K 'This Way' campaign, devised by award-winning digital agency Code Computerlove, includes online advertising, national and regional press Code's 'This Way' campaign plays on the various interpretations of this simple phrase - go this way, travel this way or see things this way
This article was originally published on Marketingservicestalk on 1 Nov 2007 at 8.00am (UK)
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In contrast to most advertisers in this sector, it doesn't focus solely on cost but highlights the attributes of the new service and the route itself - including larger windows, additional space to enjoy the view and stunning scenery.
It encourages travellers to experience the journey.
The off and online advertising has a strong call to action driving people to a microsite, which acts as the hub of the campaign where consumers can purchase tickets and be inspired to visit each destination - whether it be for shopping, walking, nightlife or culture, with bespoke visitor guides detailing what to do and where to stay when you get there.
Consumers can also view video clips of the journey, get details of special offers and learn about other benefits of travelling with First TransPennine Express.
The site expands across the screen when visitors first arrive on the home page, highlighting the more room to enjoy the view message.
Online banner adverts will also feature rich media video streaming of the journey and will expand across the advertiser's site page.
Andy Crawford, head of creative at Code Computerlove, said: "We've created a very striking campaign that achieves standout in the market and is adaptable across all media - from digital to press.
"The campaign jumps off the page with stunning photography, by leading photographer Anthony Crook, which captures the views and real life video footage of this beautiful journey.
"The overall feel of the ad reflects the client's simple and straightforward 'This Way' proposition and First TransPennine Express' brand values - friendly, relaxed and honest.
"The photography used and video footage hasn't been treated in any way so it's a true representation of what travellers will experience and all of the copy has been hand rendered which gives us the real and personal feel we were striving for - it also gives the creative a strong identity.
"Neither do the ads disregarded the importance of price pointing; a 'from GBP10 each way' message has been incorporated into the creative and Code will also target price-conscious travellers with its search engine marketing work on the campaign".
Dave Crocker, marketing manager for First TransPennine Express, said: "Code's creative concepts to show how the campaign could work on and offline literally blew our socks off.
"Our brief was to reach as many people as possible with the new campaign, across any media, in the most cost-effective way.
"Their campaign showed how placing digital at the heart of our marketing strategy allows us greater impact and increased reach than we might previously have achieved through traditional channels alone.
"Our objective is for the website to become the central focus of an active, stimulating and creative business generator.".
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