CrossCountry Trains is stressing the importance of taking a break from everyday routines with a carefree new campaign film.
The work forms part of the train operator’s “Take Us on Your Journey” brand platform launched last year, concocted by creative agency McCann Birmingham.
According to the operator, the spot explores the concept of individuals taking time to themselves and “connecting” with their own needs.
The exuberant ad follows the commuter as he escapes the monotony of his usual routine to enjoy a day at the beach. The man can be seen purchasing an ice cream and taking a dip in the sea before returning home using a CrossCountry train.
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CrossCountry head of brand, communications, and digital strategy David Mullins said: “When we talk about ‘Take us on your journey’, it’s not just about the destination it’s about the human experience and this campaign really highlights the fun and escapism that we all need from time to time.
“Last year’s launch of the brand platform with McCann Birmingham generated an overwhelmingly positive response as we sought to put human connection back into rail, and we look forward to bringing some light-hearted joy with this new integrated campaign.
He continued: “It has been a real team effort, and our campaign journey wouldn’t have been possible without the support of our colleagues from across the business and industry partners. I am incredibly proud of how everyone came together to make this campaign the best it could be.”
The campaign will run across video-on-demand, cinema, out-of-home, social media and customer relationship management software.
McCann Birmingham ECD, Adam Bodfish said “Whilst last year’s campaign tugged at the heartstrings, this year we wanted to create a sense of escapism to remind audiences to unplug, find the joy in the little things, and re-connect with themselves. We’re incredibly proud of the evolution of ‘Take us on your journey’, and the campaign is a brilliant example of truly integrated work.”
