East Midlands Railway has launched a new campaign in a bid to drive leisure and business travel, and promote advance booking, starring brand character Miles front and centre.
Developed by creative agency McCann Birmingham, the rail operator’s campaign will be centred around a high-octane animated spot that sees Miles embark on a peril-laden trip to London.
Showcasing EMR’s fast links to London, the work encourages the British public to ‘make every trip epic’ by saving money when they book in advance.
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“Our much-loved brand character, Miles, is embarking on an exciting new adventure, and the team at McCann has pushed the boundaries with bold new ideas and an innovative production approach, they’ve created two brand worlds that will take viewers on an unforgettable, epic journey,” said EMR head of revenue and marketing Jenna Cowie.
The campaign will run nationwide across broadcast, cinema, out-of-home and online. Notably, it garnered a prized 4.2 star rating from ad testing platform System1.
McCann Birmingham ECD, Adam Bodfish added: “A day trip to London is always exciting and full of adventure, so we wanted to capture that feeling in a distinct way – taking Miles on an epic new journey unlike anything before.”
