Every Stop is a Story

Announced today, Govia Thameslink Railway (GTR) has launched a new integrated campaign under the brand umbrella, Every Stop is a Story, to encourage leisure travel on its network.

Created by integrated creative agency TMW, part of Accenture Song, it’s the latest iteration of its multi-award-winning brand platform, aimed at shifting perceptions from commuter lines towards being seen as more of a leisure travel brand.

The campaign is focused on two Govia Thameslink brands: Southern Railway and Thameslink. Whilst each brand’s assets have been constructed with a different visual identity for different audiences, the message remains the same: train travel enables opportunities for unique leisure experiences.

The integrated campaign, with media planned & bought by T&P, will be supported across TV, VOD, OOH, social, online video and display. The new creative will launch on 6th August on Channel 4.

Southern Railway’s family-focused execution, The day we saw a flying whale, captures the magic of a spontaneous day out for a single dad and his two children. What begins as their standard train journey takes a surreal turn when the daughter spots a whale flying through the trees. A knowing smile from dad, and curiosity from the kids, sees them hop off at the next stop and rush to see a collection of enormous aquatic kites being flown at a kite festival. On the way home, accompanied by a new whale cuddly toy, the daughter gives her dad the ultimate seal of approval, saying, “That was actually fun.”

To encourage exploration among a younger audience, the spot for Thameslink, Plenty more fish, features a story of a twentysomething man’s trip with his mates who are trying to lift his spirits with a daytrip following a breakup. A comically soggy paddleboarding fail leads to a wonderful, fateful meeting. As he scrambles soaked back to dry land, he locks eyes with a beautiful instructor who helps him out.

Both ads use emotional storytelling and humour to target their audiences, providing examples of how using the train for leisure can lead to unexpected, moving or funny moments which result in stories that can be remembered forever.