Arriva’s Grand Central Rail has relaunched its summer campaign, encouraging consumers to take spontaneous trips to the capital.
Devised by customer experience agency Initials CX with support from Get Me Media, the marketing drive builds on last year’s work.
The work, titled ‘100 Ways to summer’, encourages consumers to make the most of the warm weather and longer days by enjoying everything the capital has to offer.
Luke Purcell, senior marketing manager, Arriva UK Trains, added: “It’s been a pleasure working with Initials CX to bring back ‘100 Ways to Summer’, a campaign that celebrates not only the iconic attractions of London but also uncovers some of the hidden gems that make the capital so special.
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“With the help of Get Me Media, we’ve selected media channels which are prominent in the communities we serve, to highlight how easy it is to travel directly into the heart of London with Grand Central. We’re hoping to help people uncover new adventures, big and small, this summer.”
It targets leisure travellers from the North East, West Yorkshire and London. The campaign will run through to September 2025 across video-on-demand, cinema, paid social, programmatic, out-of-home, radio and Grand Central’s owned channels.
Leah Burton-Smith, group account director at Initials CX said: “This year, the brief was clear: inspire travel but drive action. We wanted to create a campaign that not only captured the spirit of summer but made Grand Central the obvious, easy choice when people are ready to go. By combining regional insight with rich, emotive storytelling and precise media targeting, we’ve built something that truly connects.”
