Reigniting the Joy of Travel: Northern Rail’s ‘All Aboard’ Campaign Brings Excitement Back to Stations and Cities with Creative Promotion
Post-lockdown, Northern Rail aimed to encourage people to resume personal and business travel using their rail network. Our campaign was designed to give back to customers, promote rail travel, and spread cheer through a variety of brand engagement activities across numerous stations, towns, and cities.
Campaign Strategy:
- Seasonal Engagement Activities: Utilised different promotional activities, such as ice cream giveaways in summer and warm food distribution in winter, to appeal to commuters in various seasons.
- Targeted High Footfall Areas: Focused on high-traffic cities like Leeds, Sheffield, Manchester, York, Newcastle, and others to maximise reach and engagement.
- Competition and Giveaways: Implemented fun competitions and giveaways, including free travel tickets and railcards, to generate excitement and encourage rail travel.
Execution:
- Local Team Deployment: Supplied numerous local teams for each activity, ensuring effective coverage and engagement in each targeted location.
- Creative Promotional Tactics: Utilised an ice cream van, branded banners, and other thematic props to attract and delight commuters and event attendees.
- Diverse Giveaways: Distributed a wide range of giveaways, from ice creams and warm sandwiches to promotional materials, catering to different audiences and seasons.
- Competition Mechanic Integration: Continued with roaming street teams offering competitions to win free travel, enhancing the campaign’s appeal.
- Comprehensive Feedback Collection: Achieved high competition entry figures and collated customer feedback to assess the campaign’s impact and success.
Impact:
The ‘All Aboard’ campaign for Northern Rail successfully reinvigorated the public’s interest in rail travel post-lockdown. The variety of engaging, seasonal promotions resonated well with the public, offering delightful experiences that were warmly received. The strategic placement of activities in high-footfall areas and the inclusion of attractive competitions and giveaways significantly boosted brand visibility and customer goodwill. This multifaceted approach effectively contributed to reviving travel enthusiasm and reinforced Northern Rail’s commitment to customer satisfaction.
