ADVERTISING

Govia Thameslink Railway

Open the Door to More

Agency: TMW Unlimited

Description

Announced today, Govia Thameslink Railway (GTR) has launched a new integrated campaign encouraging people to travel for leisure across their networks. The new campaign highlights GTR’s shift from commuter railway to leisure brand that inspires audiences to discover the South-East.

Created by integrated creative agency TMW, the campaign is called ‘Open the Door to More’ and is the latest iteration of its award-winning platform ‘Every Stop is a Story’ for GTR.

The emotive campaign runs across OOH, display, social, radio and influencer activity.

The three hero (15’ second) spots show train doors revealing different scenes at various stops along the line. From Chips on Brighton beach, Scuba diving in Worthing, to Punting in Cambridge, the creative effortlessly glides the viewer from scene to scene showing that every stop is a story. Together, the snapshots weave a narrative of discovery and connection, inviting viewers to embrace the diverse experiences that await them.

Tailored six-second videos have been developed to highlight single activities and destinations, aimed at specific audiences based on their life stage, location, and interests.

The campaign will also show animated escalator panels inside London’s busiest tube stations, showing places to visit and how long the journey will be. For example, in London’s Victoria station the panels will show ‘Vineyards in Pulborough, just 8 stops away by train’.

Dynamic radio was utilised to create hyper-relevant ads that called out the origin station closest to listeners’ location and listed unique activities and destinations that would inspire day trips changing throughout the campaign based on listener demographics, location and time of week.

The campaign used insights from Unlimited’s Human Understanding Lab to define key underlying motivations for train travel based on human psychology which were then used to define proof-points and drivers of customer behaviours throughout the work.

This professional campaign titled 'Open the Door to More' was published in United Kingdom in July, 2024. It was created for the brand: Govia Thameslink Railway, by ad agency: TMW Unlimited. This Integrated medium campaign is related to the Transport industry and contains 2 media assets. It was submitted 15 days ago.

Credits

Agency: TMW Unlimited part of Accenture Song
PR: Erris de Stacpoole

Client Name & Job Titles:
Dominic Morrow – Head of Marketing
Alex Briggs – Senior Marketing Manager
Nigel Hanlon – Campaign Marketing Manager

Chief Creative Officer: Graeme Noble
Creative Director: Graeme Noble

Creatives:
Alexei Awan (Senior Art Director)
David Arns (Senior Copywriter)
Matt Walton (Senior Designer)
Jordan Selvey (Creative Artworker)
Kate Dennehey (Designer)
Evelina Barzdaite (Junior Designer)

Planner/CSU Director: Esme Noble

Account Team:
Heidi Sommerau (Group Account Director)
Carman Kwan (Senior Campaign Manager)

Producer:
Ysabel Pheifer & Shaun Aylward

Production Company: Move Studios

Audio Post Production: Thomas Rees Kaye

Post Production:
Luke Bosshard
Lloyd Francis
Julia Olsson

Exposure (media channels): OOH, display, social, radio, and influencer activity

The Department ...

ADVERTISING

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