Greater Anglia has launched its 2024 festive campaign ‘Christmas Lights’ in support of its new creative platform, ‘It’s Great Out There’.
According to the train operator, the advertisement uses a “two-pronged” strategy to target its consumer base: existing train users and families with children aged 5-16.
The campaign, which features a family who go on a cross-country adventure after their Christmas lights fail to illuminate, was developed by Greater Anglia’s integrated creative agency, Atomic London, who were appointed earlier this year.
‘We are excited to unveil our new festive campaign, ‘Christmas Lights,’ which aligns perfectly with our creative platform, ‘It’s Great Out There.’ said Greater Anglia’s head of development David Metherell.
“As we approach the holiday season, this is the perfect time to showcase the benefits of train travel—offering a stress-free journey away from the chaos of driving and crowded spaces, allowing families to truly relish their time together.
_____________________________________________________________________________________________________________
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
_______________________________________________________________________________________________________________
He continued: “This year, we’ve shifted from traditional sentimentality to infuse humour, capturing the festive season’s lively spirit. This approach not only makes our message more relatable but also invites families to experience the joy of travel with Greater Anglia, illuminating their holiday season in true style and proving once again that it really is great out there.”
With media planning and buying handled by media agency Bicycle, the work will run across TV, cinema, radio, out-of-home, social and digital channels.
Atomic London’s managing director, Louise Rudaizky added: “The launch of ‘Christmas Lights’ for Greater Anglia, along with the debut of our new creative platform ‘It’s Great Out There,’ epitomises our philosophy of unlocking a brand’s superpower—in this case, connecting people to meaningful experiences. By stepping away from traditional Christmas sentimentality, we chose to celebrate the holiday’s joyful chaos.
“Our approach was to weave humour into the narrative, transforming the festive season’s preparations into opportunities for genuine connection and fun. Whether it’s battling the infamous Christmas lights or enjoying a spontaneous day out, we believe this campaign will inspire families to rediscover the joy of train travel, appreciating the journey as much as the destination.”
