Grand Central Rail wants to entice northern leisure travellers to explore the full range of experiences that London has to offer with its latest summer campaign.
Developed by customer experience agency Initials CX, ‘100 Ways to Summer’ will emphasise the rail operator’s convenient direct services from key northern locations such as York and Bradford.
Beginning online, the campaign is set to be supported by an extensive range of activations, including a TV spot, cinema ads and local print placements.
“We are thrilled to see the launch of our latest summer marketing campaign, designed to inspire both first-time and returning visitors to explore the capital.” Arriva UK Trains marketing manager, Luke Purcell said.
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“Initials have delivered an excellent catalyst to showcase the vast variety of things to do in London, from iconic attractions to hidden gems. We can’t wait to see where our customers’ adventures take them!”
The nationwide campaign marks Initials CX’s first piece of work for Grand Central Rail since securing its lead creative account following a competitive pitch process earlier this year.
Initials CX group account director, Leah Burton-Smith added: “We are delighted to be working with Grand Central Rail. Now that the 100 Ways to Summer campaign has left the station, we’re looking forward to it not only building the Grand Central Rail brand and driving ticket sales but also enhancing the overall travel experience for leisure passengers up and down the country. Full steam ahead for a summer of fantastic journeys to the capital!”
