WPP-owned Wavemaker has secured the right to handle Trainline’s omnichannel media strategy and planning business across its UK, Italy and France markets.
The rail and coach booking platform selected Wavemaker due to its extensive international presence and knowledge of European markets.
As part of its pitch Wavemaker demonstrated its ability to create a bespoke media planning and buying strategy which aligned with Trainline’s specific demands and needs in each of its three core markets, alongside those of its customers.
As the partnership progresses, Wavemaker will look to use all of its local expertise when creating and implementing the Trainline’s promotional campaigns.
Wavemaker will manage every aspect of the Trainline’s media strategy across all relevant channels, including social media, TV, digital audio, out-of-home and digital out-of-home, as well as digital, radio and influencer partnerships.
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“As soon as we met the Trainline team, we knew that we had shared values,” Wavemaker UK chief operating officer, Katie Lee said.
“Now more than ever, those travelling across Europe are becoming conscious of the impact climate change is having on our world.
She continued: “People are looking for greener alternatives in all aspects of life, but specifically their chosen modes of transport. We are excited to get moving on the creation and delivery of a media campaign that has a positive impact and changes travellers’ behaviour.”
Trainline head of brand marketing, Elly Collingwood added: “Wavemaker’s unrivalled local knowledge backed up by actionable insights and a solid global media network gave us the confidence that they were the partner for us.
“We look forward to working with them to launch an exciting new media campaign that firmly positions us as the number one choice for travel.”
